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“IT’S MEAT. MADE FROM PLANTS.”

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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.

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MENU LANGUAGE

Impossible 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.”

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

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

INSANELY TASTY

Impossible meat tastes just like the ground beef people know and love.

PROTEIN RICH

It has the same amount of protein as 80/20 ground beef from a cow.

NUTRITIOUS

It’s a dietary source of iron, fiber and calcium.

PLANT-BASED

Because it’s made from plants, it has 0 mg of cholesterol (17g total fat per serving).

ANIMAL FREE

Impossible meat has no animal hormones or antibiotics.

GOOD FOR EARTH

It requires way less land and water than cows, and produces a fraction of the emissions.

TRAINING MATERIALS 

We want to make it as easy as possible to train your staff. Here are a few quick and easy tools to get your front-of-house team up to speed.

SOME FREQUENTLY ASKED QUESTIONS:

WHAT’S IN IMPOSSIBLE™ MEAT?

Our recipe is primarily made from soy and potato protein. It also contains coconut and sunflower oil (which gives it its sizzle) and heme (which makes meat taste like meat).

DOES IMPOSSIBLE™ MEAT HAVE ALLERGENS?

Our recipe is plant-based, nut-free and dairy free. It contains soy. 


DID YOU CHANGE THE RECIPE?

In 2019, we debuted the a new version of the Impossible Burger. It’s tastier, juicier, and all-around better -- and it’s the one you’re probably serving today. Read about the original recipe here.

HOW DO YOU MAKE IT?

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.

HOW IS IT DIFFERENT FROM OTHER PLANT-BASED MEATS?

Impossible meat is the only plant-based meat that has heme, which is why it’s the most delicious. Heme is a molecule found in all living things – both plants and animals – that gives meat it’s unmistakably meaty flavor. We make our heme from soybeans, using fermentation.

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