Front of House
Tips for launching and selling ImpossibleTM menu items
(Tell your customers)
"Delicious Meat. Made from Plants."
Impossible™ products are meat made from plants, for people who love eating meat. Their meaty texture and delicious taste satisfy cravings from meat, without all of the health and environmental impacts.
Make sure your staff knows that Impossible™ dishes aren’t made for vegans, they’re made for everyone! Have them try a sample for themselves -- one bite and they’ll see what the buzz is about.
How to Highlight Impossible Menu Items
Meat-eaters don’t love “veggie burgers” or “fake meat,” so we recommend avoiding those words on your menu. Try describing it as "delicious meat made from plants" instead. Want more tips? Check out our free menu guidelines.
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(opens in a new tab).
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(opens in a new tab).
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).