Impossible Foods believes it has created a meat-free burger that not only tastes exactly like beef, but also bleeds like a rare cut of animal protein. In other words, it is potentially a game-changer for the food industry.
Limited numbers of the burger have only been available in a handful of select restaurants in New York City, Los Angeles and San Francisco – the home of global tech hub Silicon Valley.
Impossible Foods will launch its new-fangled burger at two New York eateries today (2 February 2017): Michelin-starred restaurant Public, and Saxon + Parole.
Inspired by meat-free burgers
The burgers are in short supply and are only available at the restaurants on a first-come, first-served basis.
Public becomes the first Michelin-starred restaurant to serve the Impossible Burger. Brad Farmerie is the executive head chef of both restaurants.
“It all starts with the ingredients,” said Farmerie. “As a chef, I get inspired by the flavours, textures and possibilities of unique foods, and the promise they have for taking me on a journey.
“When I got a chance to cook with the Impossible Burger, my imagination was engaged. I was also drawn to the tremendous potential for plant-based meat to conserve our natural resources and protect our planet without compromising on taste.”
Impossible Burger is ramping up production this year and will launch in more restaurants across the US, including multi-store chains. The burger is also primed for a retail launch, with it also set to be sold exclusively in key global markets.