- Impossible
Foods’ flagship product goes on sale this week in about 200 grocery stores
in Hong Kong and Singapore
- Consumers
can get Impossible™ Beef Made from Plants in nearly 100 outlets of
PARKnSHOP in Hong Kong, and in Singapore nearly 100 outlets of FairPrice
and online retailer RedMart
- In
the United States, Impossible Foods has expanded its retail footprint more
than 70X in the past six months as millions of Americans pick Impossible’s
award-winning, plant-based meat instead of ground beef from cows
HONG KONG, Oct 21 (BUSINESS WIRE)
-- Impossible
Foods is making its award-winning, plant-based meat available to home chefs in
Asia in nearly 200 grocery stores across Hong Kong and Singapore -- the first
time Impossible Beef Made From Plants has been available for home chefs outside
of the United States.
Starting this week, Impossible Beef ($HK89.90 SRP for 340g retail pack) will
roll out at nearly 100 PARKnSHOP banner stores across Hong Kong, including
PARKnSHOP, FUSION, TASTE, food le parc and GREAT FOOD HALL. It’s also available
for delivery through parknshop.com.
In Singapore, Impossible Beef priced at SG$16.90 (SRP) will start
rolling out this week at nearly 100 NTUC FairPrice stores, including FairPrice
supermarkets, FairPrice Finest and FairPrice Xtra hypermarkets. In addition,
Singapore’s biggest online grocer, RedMart, is selling Impossible Beef for home
delivery.
Tasting is believing
Named top plant-based burger by the New
York Times and a favorite of Cook’s Illustrated,
Impossible Beef (known as Impossible™ Burger in North America) rivals ground beef from cows for
taste. It is kosher, halal and gluten-free certified. It’s nutritious and
versatile in all ground beef recipes, including stews, chili, sauces, braises,
minces, meatballs, meat pies or any other beefy menu item.
Impossible Beef debuted in Asia’s top restaurants two years ago,
when fans lined up to try the Silicon Valley phenomenon dubbed a “triumph of food engineering.”
Impossible Beef is now served in the Hong Kong and Singapore restaurants of
world-class chefs such as May Chow, Uwe Opencensky, Gordon Ramsay, Ricky Leung,
Adam Penney and Andrei Soen.
“The world’s most respected chefs consistently tell us that the
Impossible Burger blows them away. And we
can’t wait for Hong Kong and Singapore’s home chefs to experience the same
magic in their own kitchens -- whether using Impossible Beef in their
traditional family favorites or inventing new recipes that go viral,” said
Impossible Foods’ CEO and Founder Dr. Patrick O. Brown.
Science, sustainability, sizzle
Impossible Beef is the flagship product from Impossible
Foods, Inc. Magazine’s company of the year and
one of Time Magazine’s 50 Genius companies.
The company’s mission is
to halt biodiversity collapse and reverse global warming by
eliminating the need for animal agriculture, which has led our planet to the brink of
environmental collapse.
The California-based startup makes delicious, wholesome,
plant-based foods that deliver all the pleasures and nutritional benefits that
consumers demand. A 4-ounce serving of Impossible Beef contains 19 g of protein
and is a source of iron -- and it has 0 mg cholesterol, 14 g of total fat, 8 g
of saturated fat and 240 calories. (A conventional 4-ounce “80/20” patty from
cows has 80 mg cholesterol, 23 g of total fat, 9 g of saturated fat and 290
calories.)
Impossible Beef uses 96% less land, 87% less water and 89% fewer
greenhouse gas emissions compared to conventional beef from cows. Fans can
learn exactly how much land, water and emissions they’ve saved by using
Impossible Beef instead of ground beef from cows at Impossible Foods’ Impact Calculator.
Silicon Valley sensation
Impossible’s flagship product made its worldwide grocery store
debut in 2019, when it immediately rocketed to the No. 1 item sold at
some of America’s favorite grocery stores, outselling all ground beef from cows
at many outlets. At one supermarket in Southern California, Impossible
Burger outsold all brands of ground beef
from cows -- and it outsold the next most popular single product by 6X.
Impossible Foods is one of America’s fastest-growing brands and
the leading driver of growth in the overall plant-based food category. Nine out
of 10 people who buy Impossible Burger regularly eat animal-derived foods.
According to the US analytics company Numerator, the vast majority
of Impossible Foods' sales come at the direct expense of
animal-derived meat: 72 cents per dollar comes from consumers who
are shifting their purchases to Impossible Burger from other categories of animal-derived
meats -- proof that Impossible Burger is displacing Old Meat.
Recipe renaissance
Impossible Beef has quickly become a favorite item among diners,
who can order it on menus in approximately 700 restaurants across Hong Kong and
Macau -- up 150% since January 2020. It’s available at about 550 restaurants in
Singapore -- up 120% since January 2020. Sales of Impossible Beef increased by
more than sixfold in Asia last year.
But COVID-19 dramatically altered the shopping and cooking habits
of consumers worldwide, with more residents dining at home.
Home chefs in Singapore and Hong Kong have flooded social media with photos and
recipes of dishes, inspiring friends and relatives and driving up demand in
brick-and-mortar and grocery stores.
Impossible Foods joined the recipe-sharing frenzy, launching its
first cookbook this year. Following its initial release, the cookbook was named
a #1 Best Seller in Amazon's Burger & Sandwich Recipes category, as well as
#1 New Release in Amazon’s Sustainable Living and Vegan Cooking
categories. Impossible™: The Cookbook (Chronicle
Books) is now available for sale in Asia, through online sellers such as Kinokuniya, Amazon.sg, Amazon.com, and Book Depository..
Impossible™: The Cookbook highlights the
convenience and versatility of Impossible Beef -- and it shows how simply
switching to plant-based meat can transform the global food system. In
addition, the book includes recipes for savory starters such as Vietnamese
Imperial Rolls, Pan-Fried Chive Dumplings and Jamaican Patties with Calypso
Sauce -- as well as center-of-the-plate mains such as Thai Laab with Fresh
Herbs, Turkish-Spiced Sandwiches with Garlic Sauce and Szechuan Mapo Tofu. The
cookbook includes an entire chapter dedicated to burgers and a complete section
on beverage pairings.
The cookbook features 40 recipes from some of the pioneering chefs
and personalities who introduced the product to the world, including May Chow
(Little Bao, Hong Kong), Andrei Soen (Park Bench Deli, Singapore), Ricky Leung
(EMPRESS, Singapore), and Que Vinh Dang (NHAU, Hong Kong).
About Impossible Foods:
Based in California’s Silicon Valley, Impossible Foods makes
delicious, nutritious meat and dairy products from plants — with a much smaller
environmental footprint than meat from animals. The privately held food tech
startup was founded in 2011 by Patrick O. Brown, M.D., Ph.D., Professor
Emeritus of Biochemistry at Stanford University and a former Howard Hughes
Medical Institute investigator. Investors include Coatue, Bill Gates, Google
Ventures, Horizons Ventures, Khosla Ventures, Mirae Asset Global Investments, Open
Philanthropy Project, Sailing Capital, Temasek, UBS, and Viking Global
Investors.
Impossible Foods was Inc. Magazine’s company of the year and
one of Time Magazine’s 50 Genius companies.
The flagship product, Impossible Burger, was named top plant-based burger by the New
York Times and received the Food and Beverage (FABI) Award from
the National Restaurant Association.
More information:
Media kit:
Contact
Media Contact:
Esther Cohn
pr@impossiblefoods.com
pr-hk@impossiblefoods.com
pr-sg@impossiblefoods.com
Source : Impossible Foods
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