California-based Impossible Foods has launched its flagship product, Impossible Beef, in Australian and New Zealand supermarkets – just four months after its launch in restaurants across both regions.
“Our launch in Australia and New Zealand last November was successful because of our excellent restaurant partners who brought Impossible’s products to life,” said Nick Halla, senior VP at Impossible Foods.
“This next phase of growth for us will be driven by the millions of meat-loving home cooks across the country who are looking for delicious, nutritious, and sustainable plant-based meat. We can’t wait to see the amazing dishes that Aussies and Kiwis create with Impossible Beef.”
According to the company, what makes Impossible Beef cook and taste like beef is the ingredient “heme” – an identical ingredient found naturally in animal meat, and when combined with other elements found in meat like sugar, amino acids, and vitamins. Once the product is heated, it generates texture and flavour that taste buds recognise as meat.
In addition, each serving of Impossible Beef has 18.8 grams of protein and is a good source of fibre and iron. It is also Halal, Kosher, and gluten-free certified, continuing no animal hormones or antibiotics.
A recent study showed that Australia and New Zealand are two of the top meat-eating countries in the world, alongside US and Argentina.
The company stated its goal is to create a sustainable food system by expanding into more countries worldwide and making its products available in the kitchens of Aussies and Kiwis is critical to achieving this mission.
Impossible Beef is now available in 800 Woolworths stores across Australia and 200 Countdown stores in New Zealand.