REDWOOD CITY, Calif. (June 9, 2023) — Today, California-based Impossible Foods doubled-down on its industry-leading plant-based beef portfolio with its boldest burger yet: Introducing the Impossible™ Indulgent Burger(opens in a new tab) — a new, more premium version of the original Impossible™ Burger patty with a recipe that’s juicier, meatier and all-around more indulgent.
The Impossible Indulgent Burger is a thick, flavor-forward burger for discerning burger-lovers – in fact, 82% of consumers say it tastes as good as or better than ground beef from cows. Each third-pound, restaurant-style patty packs maximum flavor and juiciness for the most decadent of dining occasions or backyard cookouts. And, it has less shrinkage than beef burgers from cows on the grill or stovetop(2), designed to satisfy gastronomes and grill masters alike and ready to be dressed with the most gourmet toppings.
“Our burger put us on the map and it’s the core of our business. But we’ve heard from our fans they’d like something bigger and even juicier, so we of course said yes,” said Peter McGuinness, president and CEO of Impossible Foods. “Not only do we have our original beef products for versatile everyday cooking, but we launched Beef Lite earlier this year for more nutrition-conscious consumers who want an even leaner alternative to animal beef. Our Indulgent Burger is the perfect addition, giving consumers more options and ways to try and buy Impossible. Creating a more differentiated portfolio allows us to better meet consumers where they are.”
Like all Impossible Burger products, Impossible Indulgent Burger Patties are excellent sources of protein(3) and include 0 milligrams cholesterol(4). They also contain none of the animal hormones or animal antibiotics associated with animal meat, and are a better choice for the planet – amounting to a fraction of the land use, water consumption and greenhouse gas emissions(5).
The Impossible Indulgent Burger joins the company’s growing roster of plant-based beef products(opens in a new tab), which includes Impossible Foods’ flagship ground beef product, Impossible™ Beef – the #1 best-selling plant-based beef product in the U.S. by dollar sales and volume across both retail(6) and food service(7). In March 2023, the company also debuted Impossible™ Beef Lite(opens in a new tab) as a leaner version of its core ground beef product with 75% less saturated fat as well as 45% less total fat than lean animal beef(8).
In addition to the new burger patties, Impossible Foods is betting big on this year’s summer grilling season with the launch of a major brand advertising effort(opens in a new tab), including two new campaigns. Created under the leadership of Impossible’s new Chief Marketing & Creative Officer, Leslie Sims, the ads aim to introduce consumers across the country to the plant-based meat category and educate them about the benefits of Impossible’s brand and products. The seasonal marketing program employs lighthearted humor and entertainment to transcend the brand’s fervent fan base and welcome more flexitarian and meat-eating consumers to try Impossible.
Burger-lovers on both coasts can satisfy their cravings for an Impossible Indulgent Burger at cult favorite burger purveyors Bareburger(opens in a new tab) (New York, New Jersey, Connecticut, and Ohio) and Monty’s Good Burger(opens in a new tab) (Los Angeles, California), with more restaurants to follow this summer.
Select retailers will also begin carrying the Impossible Indulgent Burger Patties this summer, with wider nationwide availability to follow. Consumers can visit the locator map on the Impossible Foods website(opens in a new tab) to find a store near them.
About Impossible Foods:
Impossible Foods is on a mission to positively impact people and the planet by making delicious, nutritious meat from plants with a fraction of the environmental footprint of meat from animals. The privately-held food company was founded in 2011 to combat climate change by taking a scientific approach to making the world’s best meat — from plants. Every nugget, burger, and patty we sell uses less land and water and generates less greenhouse gas emissions compared to the animal version. We make plant-based chicken, beef, and pork products for every meal — breakfast, lunch and dinner — with a goal of replicating the flavors, textures, and cooking characteristics that meat eaters crave.
Impossible Foods products are designed in California, produced in California and the Midwest, and are available in the United States, Australia, Canada, Hong Kong, Macau, New Zealand, Singapore, the United Arab Emirates, and the United Kingdom. For more information, please visit impossiblefoods.com(opens in a new tab) and follow us on Instagram(opens in a new tab), Twitter(opens in a new tab) and LinkedIn(opens in a new tab) for updates.
Media contact: Megan Krogius ([email protected](opens in a new tab))
Based on a blind taste test of 205 premium ground beef consumers from the greater Chicago Area in February 2023.
Based on internal culinary validation of 73/27 beef burgers from cows in February 2023.
Impossible Burger contains 19 grams protein and Impossible Indulgent Burger Patties contain 22 grams protein per serving. See nutrition information for fat content.
Impossible Burger contains 13 grams total fat and Impossible Indulgent Burger Patties contain 27 grams total fat per serving.
Impossible Foods Life Cycle Assessment of Original Impossible Beef, ISO compliant; WSP, 2022.
Circana, Total US MULO, Meat Substitutes items with ACV > 10, Latest 52 weeks ending 6-04-23.
Circana, SupplyTrack®, based on participating broadline distributor foodservice dollars shipped in 52 weeks ending May 2023 and brands tracked, excluding Large Chain operators (250+ units).
Impossible Beef Lite has 75% less saturated fat and 45% less total fat (1 grams and 6 grams, respectively vs. 4.5 grams and 11 grams, respectively) than USDA 90/10 ground animal beef per 113-gram serving.