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What is in ImpossibleTM Burger? Your Customers' Questions Answered

Impossible burger cooking on the grill

Consumers everywhere are actively seeking Impossible™ products at their favorite restaurants. They are motivated and excited to eat Impossible Burger because it’s a delicious alternative to meat -- in convenient classics as well as trendy street food.

The even better news? Serving Impossible™ menu items has a track record of driving sales, traffic and revenue for our foodservice partners. In a survey of customers who visited restaurants serving Impossible™ items in 2020, 52% said they decided to order Impossible products before even going to the restaurant. And some restaurants selling Impossible Burger have reported up to a 36% month over month increase in same-store sales after adding it to the menu.

Impossible products also drive repeat intent -- 84% of customers that ordered Impossible menu items said they are likely to order it again within the next 3 months.

Long story short? Impossible products are a profitable, fun and versatile option to add to your menu. Once you start selling them, you might get questions from curious customers eager to know more about how Impossible™ Burger tastes, what makes it so delicious and how it compares to beef from cows.

We’re answering all those questions in this blog, but we’ve also created easy-to-use resources in our foodservice hub(opens in a new tab), including:

In the meantime, here are easy answers to your customers’ top questions:

What is the Impossible Burger?

The Impossible Burger is meat made from plants that tastes and cooks like ground beef*,  for people who love meat. It’s an extremely delicious and versatile ingredient that is a 1:1 substitute for meat, but is way better for the planet — it uses 96% less land, 87% less water, and 89% less greenhouse gas emissions than beef from a cow. 

Each 4 ounce serving has the same amount of protein as 80/20 ground beef (19g) but doesn’t contain any animal hormones or antibiotics. And because the taste is so delicious, Impossible Burger can be used in any recipe that calls for meat -- tacos, sliders, chili, burritos, you name it!

What is the Impossible Burger made of? 

Back in 2011, we started with a simple question: "What makes meat taste like meat?" Then we figured out how to make it with plants. Our team of scientists, researchers and chefs have spent years researching animal meat at a molecular level to learn how it “works”.  We’ve perfected a magic mix of ingredients to craft a truly satisfying meat experience that checks all the boxes: 

  • Protein from soy and potatoes deliver that meaty bite with 19g of protein per 4 oz serving, the same as ground beef.

  • Flavor from heme, a molecule found in all living things that gives meat (and our product) its unmistakably meaty favor. Learn more about how we make heme from soybeans(opens in a new tab)

  • Texture from coconut oil, sunflower oil and binders that give Impossible Burger its sizzle, juiciness, and versatility so you can use it any way you’d use ground beef.

Why does the Impossible Burger use soy?

The major source of protein in Impossible Burger is soy protein concentrate. We use soy because it’s the only commonly consumed plant protein that’s comparable in quality to animal protein. It’s a good source of fiber and essential nutrients like folate, copper, magnesium, manganese, molybdenum, potassium, phosphorus, and iron.

While the scientific consensus supports the health benefits of soy, concerns have come up about its safety that have zero or little factual basis. If customers raise concerns such as worries that soy causes breast cancer or decreases male fertility, head to this article that debunks common myths about soy(opens in a new tab).

What are the Impossible Burger’s food allergy classifications?

Both Impossible Burger and Impossible™ Sausage Made From Plants contain soy. They also contain coconut oil (the FDA classifies coconuts as tree nuts for food labelling purposes, but refined coconut oil is not considered an allergen). 

The Impossible Burger is nut-free, gluten-free, dairy-free, peanut-free, vegan, kosher and is loaded with delicious, balanced ingredients people love to eat.

How does the Impossible Burger compare to a beef burger?

In interviews and reviews, chefs and meat-lovers say they are blown away by how similar the Impossible Burger is to a beef burger in flavor and texture. It crisps like beef, has a pink juicy center, a satisfying meaty flavor, and to top it all off, a 4oz serving has the same amount of protein as 80/20 ground beef (19g).

As compared to 80/20 ground beef from cows, Impossible Burger contains:

  • 35% less total fat**

  • 6.5X more of the daily value of calcium***

  • Good source of dietary fiber (14g total fat) per 4 oz serving

  • Essential nutrients like calcium, potassium, riboflavin, phosphorous, Iron, thiamin, niacin, vitamin B6, folate, vitamin B12 and zinc

  • 0 mg cholesterol (14g total fat and 8 g saturated fat) per 4 oz serving

Anything you’d cook with ground beef you can cook with Impossible Burger. Plus, Impossible Burger shrinks up to 28% less than 80/20 ground beef from cows, so you get more for every pound.

What does the Impossible Burger taste like?

Delicious! More specifically, the Impossible Burger tastes like ground beef from cows*, but is made from plants. Our products are made for people who love meat, and you can tell your customers that the Impossible Burger satisfies their cravings like ground beef from cows****.

"Nobody will miss the beef, Impossible (Burger) is delicious! It's just a damn tasty burger! I loved that Impossible (Burger) can be seared on the outside with a rosie juicy inside, just like a medium cooked beef burger."

- Chef Craig Wong, Patois

How to order Impossible Burger for your restaurant

Ready to freshen up your menu? We are so convinced that you will love the Impossible Burger that we are offering a free sample for you to test out in your restaurant’s kitchen.

* In a home usage study, 70% of 254 consumers who cooked with Impossible Burger thought the taste was comparable to or better than ground beef from cows.

** USDA 80/20 ground beef contains 23 g total fat while the Impossible Burger contains 14 g total fat per 4 oz serving

*** USDA 80/20 ground beef contains 2%DV of calcium while the Impossible Burger contains 13% DV of calcium per 4 oz serving.

**** In a home usage study, 76% of 254 consumers said Impossible Burger satisfied their beef cravings as well as or better than ground beef from cows.

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