|Founder||Patrick O. Brown|
|Headquarters||Redwood City, California, US|
|Dennis Woodside (President)|
Impossible Foods Inc. is a company that develops plant-based substitutes for meat products. Founded in 2011, and headquartered in Redwood City, California, the company's stated aim is to give people the taste and nutritional benefits of meat without supposed negative health and certain environmental impacts associated with livestock products. The company researches animal products at the molecular level, then selects specific proteins and nutrients from plants to recreate the experience and nutrition of specific meat products.
The company's signature product, the Impossible Burger, was launched in July 2016, after years of research and development. The company also makes a plant-based sausage product that started being tested on pizzas sold by Little Caesars restaurants in May 2019.
Company and product history
In 2009, Stanford biochemistry professor Patrick O. Brown decided to devote an 18-month sabbatical to eliminating intensive animal farming, which he determined at the time to be the world's largest environmental problem. With other academics, Brown co-organized a conference in 2010 in Washington, D.C., to raise awareness. However, the National Research Council workshop "The Role of Animal Agriculture in a Sustainable 21st Century Global Food System" had minimal impact, and Brown decided soon after that the best way to reduce animal agriculture was to offer a competing product on the free market.
Brown started Impossible Foods in 2011. In July 2016, the company launched its first meat analogue product, the Impossible Burger, which is made from material derived from plants. The company says that making it uses 95% less land and 74% less water, and it emits about 87% less greenhouse gas than making a ground beef burger patty from cows. The plant-based burger has more protein, less total fat, no cholesterol, and fewer calories than a similar-sized hamburger patty made with beef. It contains more sodium and more saturated fats than an unseasoned beef patty. The Impossible Burger received Kosher certification in May 2018 and Halal certification in December 2018.
On January 7, 2019, Impossible Foods launched a new version of their signature burger, the Impossible Burger 2.0. The company has stated that the new burger is "tastier, juicier and more nutritious – featuring 30% less sodium and 40% less saturated fat than our current recipe and just as much protein as 80/20 ground beef from cows." The new product is also gluten-free, replacing wheat with soy protein.
In 2019, CEO Pat Brown said they are working on "whole cuts of beef", including steak. "If we can make an awesomely delicious world-class steak ... that will be very disruptive not just to the beef industry, but to other sectors of the meat industry."
Technology and FDA approval
Impossible Foods' scientists discovered that heme is a key factor in how meat behaves. Heme is the molecule that gives blood its red color and helps carry oxygen in living organisms. Heme is abundant in animal muscle tissue and is also found naturally in all living organisms. Plants, particularly nitrogen-fixing plants and legumes, also contain heme. The plant-based heme molecule is identical to the heme molecule found in meat.
To produce heme protein from non-animal sources, Impossible Foods selected the leghemoglobin molecule found naturally in the roots of soy plants. To make it in large quantities, the company's scientists genetically engineered a yeast and used a fermentation process very similar to the brewing process used to make some types of beer. In 2014, Impossible Foods declared leghemoglobin is Generally Recognized As Safe after its own testing, which is how the GRAS process works under FDA oversight, and filed updates with the FDA on this issue in 2017 and 2018. The U.S. Food and Drug Administration issued a "no questions" letter in July 2018, accepting the unanimous conclusion of a panel of food-safety experts that the protein that carries heme is safe to eat. This initial approval was limited to products cooked in restaurants because soy leghemoglobin had needed approval as a new food colorant for uncooked products. An FDA rule change that approves the colorant and allows the sale of Impossible Burgers in grocery stores has taken effect on September 4, 2019.
The company said that its scientists created a chemical library of proteins and fats derived from plants and experimented with them as additional ingredients to mimic the texture of meat. To replicate the fat in hamburgers made from cows, Impossible Foods used flecks of coconut fat, which were mixed with ground textured wheat and potato protein. The potato protein provides a firm exterior when the "meat" is seared. The coconut oil stayed solid until heated, when it melted in a similar manner to beef fat.
Production and availability
In 2016 and 2017, Impossible Foods produced Impossible Burgers in both Redwood City, California, and at Rutgers University in New Jersey. Since the production was in relatively small quantities, the burgers were not available at retail locations. Impossible Foods also worked on plant-based products that emulated chicken, pork, fish, and dairy, but decided to concentrate on creating a substitute for the ground beef in burger patties.
The restaurant Momofuku Nishi in New York, owned by David Chang, began serving the Impossible Burger in July 2016. In October 2016, the Impossible Burger became a standing menu item in selected additional restaurants in California, such as Jardinière and Cockscomb in San Francisco, and Crossroads Kitchen in Los Angeles. The Michelin-starred restaurant Public, operated by Brad Farmerie, began serving the Impossible Burger in January 2017.
In March 2017, Impossible Foods announced it would build its first large-scale plant in Oakland, California to produce 1 million pounds of plant-based burger meat per month. In the first half of 2017, the Impossible Burger debuted on the menu of multi-unit franchises including Bareburger in New York City, Umami Burger in California, and Hopdoddy in Texas. In April 2018, White Castle started serving Impossible Burgers. The partnership with White Castle eventually expanded to include all 377 of its locations.
By July 2018, two years after its debut in New York, the Impossible Burger was available at about 3,000 locations in the United States and Hong Kong. By the end of 2018, 5,000 restaurants across all 50 states included the burger on their menus.
In April 2019, Burger King began test marketing an Impossible Whopper using the patty at locations around St. Louis. Later that month, the company announced plans to roll out Impossible Whoppers nationwide before the end of the year. In August, it was officially made available nationwide.
In May 2019, Little Caesars began testing the Impossible Supreme pizza in Florida, New Mexico, and Washington state. The pizza features Impossible Foods' first plant-based sausage product, which CEO Patrick Brown claimed had involved the development of 50 prototype sausage products before Little Caesars began offering it to the public.
Impossible Foods has raised rounds of $75 million and $108 million from investors including Google Ventures, Khosla Ventures, Viking Global Investors, UBS, Hong Kong billionaire Li Ka-shing's Horizons Ventures, and Bill Gates. It was reported that Patrick Brown had turned down an offer of $300 million to buy out Impossible Foods in 2015.
In May 2016, an additional $16.5 million was raised from debt financing.
In total, Impossible Foods has raised $1.2 billion over 12 rounds of funding.
- "Impossible Foods Names Dennis Woodside As President". Restaurant News Resource. Mar 18, 2019. Retrieved March 20, 2019.
- "Impossible Foods". Crunch Base. Retrieved 12 August 2015.
- "Impossible Foods". Impossible Foods. Retrieved 2015-07-29.
- Piper, Kelsey (2019-05-20). "Little Caesars is the latest chain where you can try out meatless meat". Vox. Retrieved 2020-01-29.
- "Impossible Foods Dishes Up Its First Meatless Sausage Atop Little Caesars' Pizza". Fortune. Retrieved 2020-01-29.
- "The Biography of a Plant-Based Burger: One man's mission to make meat obsolete". 2016-09-06.
- "The Role of Animal Agriculture in a Sustainable 21 st Century Global Food System: A Scoping Workshop" (PDF). dels.nas.edu.
- Loizos, Connie. "Impossible Foods Raises a Whopping $108 Million For Its Plant-Based Burgers". TechCrunch. Retrieved 2015-10-07.
- Mic. "The Veggie Burger of the Future Cost $80M to Invent — And Carnivores Will Be Impressed".
- "Sandwich of the Week, USA Today". 2016-09-06.
- Hoshaw, Lindsey (June 21, 2016). "Silicon Valley's Bloody Plant Burger Smells, Tastes And Sizzles Like Meat". NPR. Retrieved 2016-07-28.
- Lemonier, Gabrielle. "Great-Tasting Veggie Burgers are Here, But Are They Any Healthier?". Men's Journal. Retrieved 2017-04-18.
- "Impossible Burger: Now Kosher!". Orthodox Union. Retrieved 15 February 2019.
- Versano, Carlo (10 December 2018). "Impossible Foods Gets Halal Certification for Meatless Burger on Path to 'Serve the World'". Cheddar. Retrieved 27 December 2018.
- Starostinetskaya, Anna (7 January 2019). "Impossible Foods unveils Impossible Burger 2.0". Retrieved 8 January 2019.
- Lamb, Catherine (8 January 2019). "Video: Impossible Foods CEO Pat Brown says They'll Tackle Steak Next". Retrieved 13 January 2019.
- Dang, Michelle (2016-09-29). "Impossible Burger CEO lectures on destructive tech". The Justice. Retrieved 2019-08-24.
- "The majority of oxygen in the body is transported by hemoglobin, which is found inside red blood cells".
- Hamza, I; Dailey, HA (2012). "One ring to rule them all: Trafficking of heme and heme synthesis intermediates in the metazoans". Biochim Biophys Acta. 1823 (9): 1617–32. doi:10.1016/j.bbamcr.2012.04.009. PMC 3412874. PMID 22575458.
- "This New Veggie Burger Bleeds Like Meat".
- "Serving up a bloody veggie burger is the trick to convincing carnivores". Inverse.
- "Silicon Valley's Bloody Plant Burger Smells, Tastes And Sizzles Like Meat".
- "A veggie burger that 'bleeds' might convince some carnivores to eat green". Public Radio International "The World". 2016-09-23.
- "GRAS Notification for Soybean Leghemoglobin Protein Derived from Pichia pastoris" (PDF).
- "Key ingredient in 'Impossible Burger' approved by FDA". CNBC. 2018-07-24.
- Impossible Burger could be sold in stores after FDA approves coloring
- The FDA Has Finally Approved the Impossible Burger to Be Sold at Grocery Stores
- Fellet, Melissae (13 October 2015). "A Fresh Take on Fake Meat". ACS Central Science. 1 (7): 347–349. doi:10.1021/acscentsci.5b00307. PMC 4827462. PMID 27162992.
- Simon, Matt (2017-09-20). "Inside the Strange Science of the Fake Meat That 'Bleeds'". Wired. ISSN 1059-1028. Retrieved 2019-02-05.
- "Welcome to the Era of Plant-Based Meat". Food&Wine. 2016-04-16.
- "All about the Impossible Burger". 2016-09-12.
- Wang, Ucilia (2017-03-02). "Can Impossible Foods and its plant burgers take on the meat industry?". The Guardian. ISSN 0261-3077. Retrieved 2017-04-18.
- "There's a secret ingredient in the plant-based meat Google wanted to buy for $200 million". Tech Insider. 2016-07-19.
- "Bleeding veggie burgers hit restaurants for first time". The Memo. 2016-07-27. Archived from the original on 2016-08-17. Retrieved 2016-07-27.
- Rufford, Nick (2017-04-16). "Can the Impossible burger save the world?". The Times. Retrieved 2017-04-18.
- "David Chang Adds Plant Based 'Impossible Burger' to Nishi Menu". 2016-07-26.[permanent dead link]
- Robinson, Melia (2017-03-22). "A startup selling 'bloody' plant-based burgers has a new factory that can make 4 million burgers a month". Business Insider. Retrieved 2017-04-18.
- "The Impossible Burger's West Coast Debut and the Wild Frontier of Plant-Based Meat". Forbes. 2016-10-13.
- "We Tried a Michelin Star Version of Silicon Valley's Plant Burger That Bleeds Like Beef". 1 February 2017.
- Rainey, Clint. "The Vegan Burger That 'Bleeds' Goes Mainstream at Bareburger".
- Pierson, David. "Umami says its new veggie burger tastes like meat — and bleeds like meat". latimes.com.
- "You can now get Impossible Burger's".
- Devenyns, Jessi (13 September 2018). "Impossible Burger goes to White Castle". Food Dive. Retrieved 14 September 2018.
- "A Major Victory for the Impossible Burger, the Veggie 'Meat' that Bleeds". Wired. 2018-07-24.
- EDT, Janice Williams On 5/25/19 at 3:10 AM (2019-05-25). "What is Impossible Burger and where can you get it?". Newsweek. Retrieved 2019-06-06.
- Lucas, Amelia (2019-04-01). "Burger King is testing vegetarian Whopper made with Impossible Burger". CNBC. Retrieved 2019-04-01.
- Tyko, Kelly (2019-04-29). "Burger King plans to release plant-based Impossible Whopper nationwide by end of year". www.msn.com. Retrieved 2019-04-30.
- Limitone, Julia (August 23, 2019). "Impossible Burger prank becomes Burger King feeding frenzy". FOXBusiness. Retrieved September 3, 2019.
- Business, Danielle Wiener-Bronner, CNN. "Little Caesars is testing out an Impossible pizza". CNN. Retrieved 2019-05-21.
- "Forget Lab Beef, Impossible Foods' 100% Plant-Based Cheeseburger Is Our Future". Motherboard. Retrieved 2015-10-07.
- Katie Fehrenbacher (2014-10-08). "Meet Impossible Foods, another VC-backed veggie meat startup". Gigaom. Retrieved 2015-07-29.
- Clements, Lana (2015-07-28). "Google tries to buy vegetarian burger business". Express. Retrieved 2017-04-18.
- "Crunchbase". Crunchbase. 2016.
- *"Impossible Foods Closes a $75 Million Investment After Achieving Key Milestones".
- "Impossible Foods closes $75M funding round". www.meatpoultry.com.
- "Temasek co-leads $114m investment in Asia-bound Impossible Foods".
- "Daily Crunch: Impossible Foods raises $300M". TechCrunch. Retrieved 2019-05-15.
- "Exclusive: Impossible Foods raises $300 million with investors..." Reuters. 2019-05-13. Retrieved 2019-06-06.
- Anirban Sen and Joshua Franklin (17 March 2020). "Exclusive: Impossible Foods explores credit line to tackle coronavirus fallout - sources". SRN News.
Media related to Impossible Foods at Wikimedia Commons