Singapore’s Stuff’d becomes first QSR chain in Asia to completely replace beef

Kaycee Enerva

Kaycee Enerva

Singapore quick-service restaurant chain Stuff’d has launched a three-month nationwide campaign to replace beef from cows on its menu with Impossible Beef, making it the first chain in Asia to completely replace beef with a plant-based alternative.

Impossible Beef is a product of US food tech startup Impossible Foods, and according to the company, looks, tastes, and smells like ground beef – but is made entirely of plants. 

In addition, it has a smaller environmental footprint because it uses 96 per cent less land, 87 per cent less water and generates 88 per cent less greenhouse gas emissions. Each 113g serving consumed is equivalent to environmental savings of 7 sqm of land, 3kg of Carbon dioxide, and 84 litres of water.

“We are experiencing major environmental disruptions to our climate, at least in part due to our food system’s reliance on animal agriculture,” said Laurent Stevenart, Singapore country manager at Impossible Foods.

“We’re encouraged by the decisions of like-minded partners like Stuff’d to make bold decisions to greatly reduce the environmental footprint of their stores by removing beef from cows from their menu.” 

To entice more customers to try the new offering, the homegrown chain of 36 eateries will sell the Impossible Kebab, Impossible Burrito, Impossible Salad, and Impossible Daily Bowl at a 25-per-cent discount to the previous items made with conventional ground beef. 

“By serving more sustainable fare that’s just as delicious and nutritious as animal meat, we are hopeful of the impact we can create for the communities Stuff’d be in as well as our planet,” said Mathew K George, head of operations at Stuff’d.

Impossible Beef is available as a filling for any item on the chain’s menu and can be added to kebabs, burritos, quesadillas and bowls that are made fresh in the outlets daily.

Kaycee Enerva

Kaycee Enerva

A digital content manager based in the Philippines, Kaycee Enerva has written for multiple publications over several years. A graduate of Computer Science, she exchanged a career in IT to pursue her passion for writing. She's slowly practicing sustainability through period cups, and eating more plant-based food.