Impossible Foods Unveils The “Impossible Burger 2.0” At The CES Which Is Meatier Than The First Version

Impossible Foods unveiled their latest plant-based beef alternative in the Consumer Electronics Show in Las Vegas. They are the first food company to showcase their product in the technology expo, and they did this by offering a variety of foods ranging from traditional sliders to beyond beef tartare.

As a result of the new formulation, Impossible has developed the “Impossible Burger 2.0” that is juicier, tastier and beefier going beyond regular patties.

What is different in “Impossible Burger 2.0”?

Impossible Foods launched their first veggie burger in 2016 that came close to passing beef with their secret ingredient “heme” that gives the burger the beef taste, and it is rich in iron. However, according to Pat Brown the CEO Impossible foods, the binding of the burger requires a protein, and they have been using wheat protein.

Wheat had its share of drawbacks because it meant their burgers were not gluten free which limited the form factor of the meat. Although wheat worked for patties, it couldn’t crumble without losing integrity in other shapes such as meatballs.

The “Impossible Burger 2.0” is different in that it has 14g of fat and 240 calories in each serving, but it still has sufficient protein and iron equal to that in a beef burger. Amino acids levels are on par with conventional ground beef and in some instances they exceed those offered in real meat.

Market prospects

Impossible Foods indicate that the new version will replace the older version and it will be available in some high-end restaurants immediately before rolling out to its partners by February. Some of the restaurants where you can find the burger include Momofuku Nishi in New York

The company equally expects to sell the raw version of their ground beef in various groceries stores before the year ends and they will cost about the same amount as USDA premium ground beef.

Although Impossible Burger cannot compete with factory farmed beef, they hope to make their 2.0 burger affordable as they continue working on cheaper versions of beyond 3.0.

Other market players

Apart from Impossible Foods, other start-ups are producing vegan meat and dairy products.

For instance, Beyond Meats deals with a wide variety of plant-based proteins ranging from chicken strips to beef crumbles. Equally, New Wave Foods offers little-fried shrimp produced out of plant proteins and algae.

According to data from the Nielsen and the Plant-Based Foods Association, there is growing demand in plant-based meat if the 2018 sales are something to go by since they indicated a 24% increase compared to animal meats sales that reported an increase of only 2% in the same period.

Impossible Foods CEO indicates that are committed towards green economy because beef production has a more significant impact on the environment regarding resources and they contribute to 18% of greenhouses gases. Mr. Brown indicates that the company can produce a burger using less than 4% of land and a fourth of water used in making regular burgers.