Impossible™ Meat From Plants

THE PROBLEM WITHMEATIS THAT IT'STOO DELICIOUS

We eat so much meat, it's causing other problems too.

Meat’s got a big problem. It’s too good. We humans love it too much. And we can’t stop eating it, even though we're told that eating too much of it is bad for our bodies and will eventually cause us to run out of water and land, while filling up our air with carbon emissions. Somehow, none of that seems to matter, because meat is just too delicious to eat less of it.

So why not solve the meat problem with MORE meat? Wait, what? Yeah, as meat lovers ourselves, we’ll fix meat with meat—by giving the world seriously meaty and delicious meat from plants that tastes as good as meat from animals, while being nutrient-packed, better for the planet and better for animals too. So everyone can keep eating meat forever and someday, cows can go back to not becoming hamburgers. Imagine that.

We see a future where the planet thrives while generation after generation of humans live happy, meat-filled lives. Sound totally impossible? Perfect.

THE OTHERMEAT PROBLEMS:

No one wants to eat less meat. It tastes way too good.

We agree. So we make meat from plants that tastes as delicious as the animal version. Have you heard that 4 out of 5 people who try Impossible Burgers like them? Or that Impossible Chicken Nuggets were preferred 3 to 1 in a head-to-head comparison with animal chicken nuggets?

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The unfortunate extras that come with eating too much animal meat.

The solution: We are all about making unbelievably tasty meats that are a nutritious, healthy alternative to the animal version—like our heart-healthy* Lite Ground Beef. Our delicious products are nutrient-packed and have 0 mg cholesterol. And our super meaty beef that made us kind of famous has 19 g protein/serving and 33% less saturated fat than the animal version.** Aren't plants amazing?

* Diets low in saturated fat and cholesterol, and as low as possible in trans fat, may reduce the risk of heart disease.
* *Saturated fat per serving: USDA 80/20 animal ground beef 9g; Impossible Beef 6g.

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Animal agriculture's global greenhouse gas footprint is even more massive than that of the global transportation sector—which is every car, ship, plane, and rocket ship on Earth... combined.. Yep, combined.

The solution: Simply eat more meat from plants and less meat from animals. Every time you choose Impossible Beef instead of the animal version, you use 96% less land and 92% less water, while generating 91% less greenhouse gasses.

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Planet of the Cows? 45% of the Earth's land is being used to either raise cows or grow food to feed cows*—all on land that was once wildlife habitat. Newsflash: the cows aren't enjoying it either.

The solution: By replacing animals in the food system with meat from plants, massive amounts of land and water can be spared for biodiversity and wildlife, not to mention the lives of chickens, cows and pigs.

* Based on a Nov 2011 study by the International Livestock Research Institute

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