NCBA Focused on Fake Meat
After a big year for its plant-based burger, Impossible Foods has something new to offer.
The California-based company unveiled Impossible Pork and Impossible Sausage at the CES gadget show in Las Vegas.
The LA Times reports, It’s Impossible Foods’ first foray beyond fake beef. The Impossible Burger, which went on sale in 2016, has been a key player in the growing category of vegan meats. Like the burger, Impossible Foods’ pork and sausage are made from soy but mimic the taste and texture of ground meat.
Impossible Pork will be rolled out to restaurants first. The company isn’t yet saying when it will come to groceries. Impossible Foods only recently began selling its burgers in grocery stores, although they’re available at more than 17,000 restaurants in the U.S., Singapore, Hong Kong and Macao.
Burger King will give consumers their first taste of Impossible Sausage. Later this month, 139 Burger King restaurants in five U.S. cities will offer the Impossible Croissan’wich, made with plant-based sausage coupled with the traditional egg and cheese. Burger King did a similar test of the Impossible Whopper last year before expanding sales nationwide.
NCBA is leading efforts in Washington to make sure that fake meat – both current plant-based products and potential lab-produced products in the future – is properly marketed and regulated. First, we are asking the USDA to work with the Food and Drug Administration (FDA) to enforce existing labeling laws for plant-based protein products.