By understanding “what makes meat delicious, you can eliminate our greatest environmental threat on the planet”, founder and CEO Pat Brown said in an on-stage interview at the EAT Stockholm Food Forum 2019.
“You need to deliver food that consumers want. Although nutrition and affordability are important factors, they care about deliciousness above all.”
To create their Impossible Burger, launched in 2016, the company’s scientists studies animal products at a molecular level, and recreated their qualities with proteins and nutrients from various plants. The burger is now in about 300 restaurants across the US, and will be at about 8000 by the end of the year. When Burger King recently introduced an Impossible Whopper, overall sales increased by 20%.