INTRODUCING IMPOSSIBLE BURGER

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(KNOW YOUR AUDIENCE)

“IT’S MEAT. MADE FROM PLANTS.”

Meat-eaters don’t love “veggie burgers” or “fake meat.” Yes, Impossible Burger 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 Burger, and the best way to present them to customers.

ON YOUR MENU

Impossible Burger 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” rather than a “vegan,” “veggie,” or even “plant-based burger/patty.”

TIP 3: ALLOW YOUR CONSUMERS TO "MAKE IT IMPOSSIBLE"

Impossible Burger tastes great in any ground beef dish. Letting customers sub Impossible Burger can help more people enjoy more of your menu.

INSANELY TASTY

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.

ANIMAL FREE

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.

(TRAINING MATERIALS)

ON THE SAME PAGE 

We want to make it as easy as possible to train your staff. Our training guide and quiz will get your front-of-house team up to speed.

(NOT SERVING YET?)

PUT IT ON YOUR MENU

Consumers can't get enough of Impossible Burger. You can grow your business by serving it at your restaurant.

GENERATE SOCIAL BUZZ

Selling Impossible Burger for the first time? 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. 

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).

MEDIA SUPPORT 

Got some Impossible news for the press? We’ve come up with some talking points to help you get the most hype out of your media coverage.

MEDIA KIT

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