INTRODUCING IMPOSSIBLE BURGER
(KNOW YOUR AUDIENCE)
“IT’S MEAT. MADE FROM PLANTS.”
Meat-eaters don’t love “veggie burgers” or “fake meat.” Yes, Impossible meat is plant-based, but it wasn’t made for vegans. It’s actually made for people who love meat. Familiarize everyone on your staff with the basics of Impossible products, and the best way to present them to customers.
ON YOUR MENU
Impossible products may be plant-based, but it’s made for people who love meat. Here’s how to promote it on your menu so your customers know what it is and why they should order it.
TIP 1: DON'T CALL IT "FAKE" OR "FAUX"
Those words can turn customers off. We recommend saying “plant-based”: it sounds tastier, and it’s how consumers are talking about it now.
TIP 2: PUT THE WORD “IMPOSSIBLE” IN THE NAME OF YOUR DISH
More and more people recognize the Impossible brand. Help them recognize it on your menu by using “Impossible Burger” or “Impossible Sausage Made from Plants” rather than a “vegan,” “veggie,” or even “plant-based burger/patty.”
TIP 3: ALLOW YOUR CONSUMERS TO "MAKE IT IMPOSSIBLE"
Impossible meat tastes great in any ground beef or sausage dish. Letting customers sub Impossible products can help more people enjoy more of your menu.
Love the taste of meat? Then you’ll love the taste of Impossible Burger.
PACKED WITH PROTEIN
Our products are made to have the same amount of protein as meat from animals.
PACKED WITH NUTRIENTS
Impossible Burger is a dietary source of iron, fiber and calcium.
Because it's made from plants, Impossible Burger has 0 mg of cholesterol (click here for full nutritional info).
Impossible Burger has no animal hormones or antibiotics.
GOOD FOR EARTH
Impossible Burger requires way less land and water than cows, and produces a fraction of the emissions.
GENERATE SOCIAL BUZZ
Selling Impossible products for the first time, or launching a new Impossible menu item? Let your fans know by posting on your social media channels. Together we can reach new customers and old fans, and bring more traffic to your restaurant.
TIP 1: SHARE YOUR CUSTOMER’S EXPERIENCES
People love finding food that other people love. Show them the way by reposting photos of your customers enjoying Impossible menu items in your restaurant. The more you post, the more word will spread!
TIP 2: LEVERAGE THE ALMIGHTY HASHTAG
Get noticed. #ImpossibleBurger has over 77,000 photos on Instagram! And not just of burgers. Take advantage of the hype by sharing your Impossible creations. We just introduced #ImpossibleSausage, one of our newest products, so jump on the trend early and share away!
TIP 3: TAG US!
Connect with us on social, and we might even share your posts! Tag @Impossible_Foods on Instagram and @ImpossibleFoods on Twitter to see if you get featured on our channels.
FREQUENTLY ASKED QUESTIONS:
WHAT’S IN IMPOSSIBLE BURGER?
Soy protein is the primary ingredient. It also contain coconut and sunflower oil (for that special sizzle) and heme (the “magic ingredient” that makes meat taste like meat). You can see the full breakdown of Impossible Burger's ingredients here.
DOES IMPOSSIBLE BURGER HAVE ALLERGENS?
Impossible Burger contains soy. It also contains coconut oil (Health Canada classifies coconuts as tree nuts for food labelling purposes, but refined coconut oil is not considered an allergen). Our product does not contain dairy, eggs, fish, peanuts, shellfish, or wheat, and it’s safe for those with alpha-gal syndrome.
The Impossible Burger also contains potato protein. If you have an allergy to either raw or cooked potatoes, you should not consume the Impossible Burger.
If you're dining out, please apply the same level of caution that you would with any food and check with the restaurant about cross-contamination risks. And as always, please reach out to us with questions.
WHAT IS THE SCIENCE BEHIND IMPOSSIBLE PRODUCTS?
Meat is just a combination of protein, fats and flavors. We make our meat the same way, but we use plant-based ingredients instead of animals. And that takes some work behind the scenes. Want to learn more about the science behind our products? Click here.
HOW ARE IMPOSSIBLE PRODUCTS DIFFERENT FROM OTHER PLANT-BASED MEATS?
Impossible meat is the only plant-based meat that has heme, which is why it’s so delicious. Heme is a molecule found in all living things – both plants and animals – that gives meat its unmistakably meaty flavor. Our heme is derived from soybeans and produced by fermenting genetically modified yeast (similar to how some cheeses and wines are made).