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Impossible Burger with toothpick flag with a beer stein and ketchup and salt and pepper

Front of House

Tips for launching and selling ImpossibleTM menu items

(Tell your customers)

"Delicious Meat. Made from Plants."

Impossible™ products are meat made from plants, for people who love eating meat. Their meaty texture and delicious taste satisfy cravings for meat, and use far fewer natural resources than meat from animals.  

Make sure your staff knows that Impossible™ dishes aren’t made for vegans, they’re made for everyone! Have them try a sample for themselves -- one bite and they’ll see what the buzz is about.

Rotating pictures of Impossible dishes including impossible tacos, impossible pasta, impossible chili, impossible patty melt

(Menu Guidelines)

How to Highlight ImpossibleTM Menu Items

Meat-eaters don’t love “veggie burgers” or “fake meat,” so we recommend avoiding those words on your menu. Try describing it as "delicious meat made from plants" instead. Want more tips? Check out our free menu guidelines.

Impossible Beef Made From Plants Gyro

(ON THE SAME PAGE)

TRAINING YOUR STAFF

Your staff are your biggest brand ambassadors. Equip them with the talking points they need to sell more Impossible menu items. Download our talking point guides and quizzes for Impossible™ Beef Made From Plants.

(Not Serving Yet?)

Put it on your menu

ImpossibleTM menu items have a track record of driving sales, traffic and revenue. See how ImpossibleTM dishes on your menu can boost your business!

FREQUENTLY ASKED QUESTIONS:

HOW DOES IMPOSSIBLE FOODS MAKE MEAT FROM PLANTS?

Soy protein is the primary ingredient in each of our products. They also contain coconut and sunflower oil (for that special sizzle), essential vitamins and nutrients (for added nutrition) and heme (the “magic ingredient” that makes meat taste like meat). Click here to learn more about heme.(opens in a new tab)

For a full breakdown of Impossible™ Beef Made From Plants ingredients, check out the FOH guides listed above. 

DO IMPOSSIBLE PRODUCTS HAVE ALLERGENS?

Impossible™ Beef contains soy and coconut oil (FSANZ classifies coconuts as tree nuts for food labelling purposes, but refined coconut oil is not considered an allergen). Our products do not contain dairy, eggs, fish, peanuts or shellfish, and are safe for those with alpha-gal syndrome.

DO IMPOSSIBLE PRODUCTS HAVE ANY CERTIFICATIONS?

Impossible™ Beef is certified Gluten Free, Halal, Kosher, and has a Health Star Rating of 4 (out of 5).

HOW MUCH OF AN ENVIRONMENTAL IMPACT DO IMPOSSIBLE PRODUCTS MAKE?

Impossible products use significantly less land, water and generate lower greenhouse gases than their animal counterparts. To learn more about our mission, check out our sustainability page(opens in a new tab).

WHAT IS THE DIFFERENCE BETWEEN IMPOSSIBLE PORK AND IMPOSSIBLE BEEF? 

Like beef, Impossible Beef is very flavour-forward and bold in any build, from burgers to steak tartare. It contains a higher concentration of heme and a firmer texture to mimic minced beef. Pork is characterized by its subtlety, fatty texture and delicate flavour profile. Impossible Pork has a more neutral flavour profile and supple mouthfeel to bring out the flavours of Latin and Asian - inspired dishes. 

WHAT IS THE SCIENCE BEHIND IMPOSSIBLE PRODUCTS?

Meat is just a combination of protein, fats and flavours. We make Impossible™ meat the same way, but we use plant-based ingredients instead of animals. And that takes some work behind the scenes. Learn more about the science behind our products(opens in a new tab).

HOW ARE IMPOSSIBLE PRODUCTS DIFFERENT FROM OTHER PLANT-BASED MEATS?

Impossible meat is meat, made from plants, for meat eaters. Our products weren’t made with vegetarians or vegans in mind, so they taste different from any other ‘plant-based meat’ on the market. 

The secret to our mouthwatering products is heme, a molecule found in all living things (both plants and animals) that gives meat its unmistakably meaty flavour. Our heme is derived from soybeans and produced by fermenting genetically modified yeast (similar to how some cheeses and wines are made). Learn more about heme here.(opens in a new tab)

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