Many Impossible Foods customers have been sharing that the Impossible Burger already tastes like animal meat, but the plant-based meat brand wanted more.
Dr. Patrick Brown, Impossible Foods Founder and CEO, recently announced the changes in their product’s recipe in the 2019 Consumer Electronics Show (CES) in Las Vegas.
He claims that their move has made their Impossible Burger patty taste closer to animal-derived burgers by replacing their burger patty’s textured wheat protein with soy protein concentrate, making the patty juicier, tastier, and “beefier.”
The plant-based “bleeding” burger, dubbed “Impossible Burger 2.0,” still has no cholesterol but is gluten-free, has only 13 grams of fat and 240 calories in quarter-pound serving, and contains as much iron and protein as animal-derived burger patties.
“The newest Impossible Burger delivers everything that matters to hard-core meat lovers, including taste, nutrition and versatility,” said Dr. Brown.
“This is the plant-based meat that will eliminate the need for animals in the food chain and make the global food system sustainable.”
Dr. Brown also shared that the new burger is still Halal and Kosher certified and still does not have hormones or antibiotics unlike animal-derived meat.
After having a taste test with 1,000 heavy meat eaters from the Mid-Atlantic, West Coast, and Midwest, Impossible Foods confirmed that the participants preferred the new recipe of Impossible Burger.
When asked to rate the plant-based patty on likeability compared to an animal-derived burger patty from an unnamed major grocery chain made with 80/20 ground beef, the Impossible Burger 2.0 scored as high as the beef burgers.
“Impossible Burger fans told us loud and clear they wanted a gluten-free burger that was at least as nutritious as meat from animals,” Dr. Sue Klapholz, Impossible Foods Vice President of Nutrition and Health, also added.
“Our new product delivers all the taste meat lovers crave — without compromise to nutrition or the planet.”
Impossible Foods will soon sell the Impossible Burger 2.0 at select US grocery stores this year.