To make Impossible™ products, we started with a simple question: “What makes meat taste like meat?” Then we took everything we know and love about meat, and made it even better – using plants. In our effort to understand what makes meat so delicious, we discovered that one molecule — heme — is primarily responsible for generating the unmistakable, craveable flavour and aroma of meat.
Today, we use heme as the “magic ingredient” that makes Impossible Beef unbelievably meaty.
Impossible Beef is unbelievably mouthwatering, delicious, and made for people who love meat. Plus, it’s kosher, halal and gluten-free certified.
ImpossibleTM Smash Burger Recipe
- Not Too Tricky
Now Serving Impossible Beef
We're excited to partner with renowned local chefs to bring Impossible Beef to New Zealand.
Burger Burger - Creative & CEO, Mimi Gilmour
Fatima's - ImpossibleTM Beef Chawarma
Ashby Cafe - ImpossibleTM Mince & Cheese Pies
TO HELP SAVE EARTH
The core of our mission is aimed at making the food system truly sustainable by 2035. By eating meat made from plants (instead of meat made from animals), we can drastically cut our carbon footprint, save water supplies and help ensure that our planet is here not just tomorrow -- but for future generations. With Impossible Beef, it’s never been more delicious to save the planet.