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Impossible Foods continues its expansion into Asia

Impossible Foods is launching its plant-based meat on Thursday, 7 March, with a variety of dishes available at eight restaurants throughout Singapore, one of the world’s most vibrant and discerning culinary hotspots.

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Home to some of the world’s most fanatical food critics and gourmets, Singapore is considered one of the greatest food destinations worldwide. It’s the first Asian city to host The World’s 50 Best Restaurants awards (called the “Oscars of the global restaurant industry).” Influenced by its geography and rich history – a cross-section of Malay, Chinese, Indonesian, Indian, Middle Eastern and European cultures. Singapore is famous for its abundance of Michelin-starred establishments and its bustling “hawker”
street-food culture.

On 6 March, one day before launch, from 6 to 10 pm, Impossible Foods will host the first public preview of its plant-based meat for the first 500 people who come to the world-famous Lau Pa Sat Festival Market. Dishes will be served at Lai Heng Fried Kway Teow and Sunny Viet Vietnamese Cuisine. In addition, My Coffee Shop, a restaurant within Lau Pa Sat, will be transformed into an Impossible pop-up for one evening only, featuring the Impossible Burger by Chef Andrei Soen of Park Bench Deli and the
Impossible Crispy Pancake with Chinese Chives by Chef Ricky Leung of Empress.

Starting 7 March, Impossible Foods’ flagship product will go on the menu at Singapore’s leading restaurants, including Adrift by David Myers, Bread Street Kitchen by Gordon Ramsay, CUT by Wolfgang Puck, Empress, Park Bench Deli, Potato Head Singapore, Privé Orchard and Three Buns Quayside. The restaurants will serve a wide variety of Impossible selections from Western and Asian gastronomy.

“Singaporeans are blessed with and obsessed with great food. They’re among the world’s most demanding gourmets — and I’m sure the region’s chefs will rise to the occasion and create the world’s most imaginative Impossible dishes yet,” said Pat Brown, CEO and Founder of Impossible Foods.

The Impossible Burger debuted in 2016 at Momofuku Nishi, the New York City restaurant of Chef David Chang. More than 5,000 restaurants in the United States now serve the Impossible Burger — from awardwinning restaurants to family-owned diners, and the nation’s original fast-food chain, White Castle. Last year, Impossible Foods launched in Asia and is now served in nearly 150 restaurants in Hong Kong and Macau.

Impossible Burger can be used in any ground meat dish and is easy to cook on the BBQ, charbroiler, flat top grill, high speed oven, steamer or sauté pan. The product contains no gluten, animal hormones or antibiotics. It’s kosher- and halal-certified.

A quarter-pound Impossible Burger has 0 mg cholesterol, 14 grams of total fat and 240 calories, and as much bioavailable iron and protein as a comparable serving of ground beef from cows. (A quarter-pound, conventional “80/20” patty from cows has 80 mg cholesterol, 23 grams of total fat and 290 calories.)

Earlier this year, Impossible Foods launched its first product upgrade at the International Consumer Electronics Show (CES), where “Impossible Burger 2.0” took home the show’s highest honors, including the “Most Unexpected Product,” “Best Product Launch,” and “Triumph of Food Engineering.

Based in Redwood City, Calif., Impossible Foods uses modern science and technology to create wholesome and nutritious food, help restore natural ecosystems, and feed a growing population sustainably. The company makes meat from plants – with a much smaller environmental footprint than meat from animals.

To satisfy the global demand for meat at a fraction of the environmental impact, Impossible Foods developed a far more sustainable, scalable and affordable way to make meat, without the catastrophic environmental impact of livestock.

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Shortly after its founding in 2011, Impossible Foods’ scientists discovered that one molecule — “heme”— is uniquely responsible for the explosion of flavors that result when meat is cooked. Impossible Foods’ scientists genetically engineer and ferment yeast to produce a heme protein naturally found in plants, called soy leghemoglobin.
The heme in Impossible Burger is identical to the essential heme humans have been consuming for hundreds of thousands of years in meat — and while the Impossible Burger delivers all the craveable depth of beef, it uses far fewer resources because it’s made from plants, not animals.

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