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Can The Impossible Veggie Burger Make A Meat-Free World Possible?

By Lusea Lu / September 12, 2015

The Impossible Cheesburger – A veggie burger with the potential to revolutionize the meat industry

For a lot of meat lovers, the pleasure of biting on a juicy medium rare burger with melting cheese is simply too tempting to quit. For many of them a pure vegetarian or vegan burger has never been an option … so far … but that might change pretty soon. A company called Impossible Foods has taken on the challenge and made a startling breakthrough which will hit the markets in 2016: The Impossible Cheeseburger, a full-blown veggie burger that tastes like meat and even “bleeds”. To be clear, this is not a burger for vegetarians.

“You love meat. You love cheese.  For thousands of years we’ve relied on animals to make them. Impossible Foods has found a better way. We use plants to make the best meats and cheeses you’ll ever eat.” The company makes its bold claim on the front page of its Impossible Foods official website.

In fact, the company’s technology is so revolutionary and disruptive that even Google wanted to buy it. Reportedly, the search engine giant tried to buy the veggie start-up for around $300 million but was rejected.

For years veggie burgers (vegan or vegetarian) have been around, but have all failed to successfully mimic the taste and structure of meat. For a lot of meat lovers, the taste of meat is their last mental barrier to overcome. “Vegetarian burgers simply taste different than real meat,” argue meat lovers and burger fans. Isn’t the typical meat aroma coupled with cheese what makes a burger, a burger?

Not anymore! The Impossible Cheeseburger makes the impossible possible by isolating the major flavor donor of meat from vegan sources. Hemes are the components of hemoglobin contained in the red pigment in blood and 99% of the secret to meat-flavor. The Impossible Burger is said to be so similar to meat that it even bleeds, just like a meat patty cooked medium-rare. The company is also working on dairy-free cheeses.

And apparently it tastes authentic too – The Wall Street Journal reported that it tastes ‘somewhere between beef and turkey.’

‘Our mission is to give people the great taste and nutritional benefits of foods that come from animals without the negative health and environmental impact,’ said the company.

‘We looked at animal products at the molecular level, then selected specific proteins and nutrients from greens, seeds, and grains to recreate the wonderfully complex experience of meats and dairy products.’

In page 2, you’ll learn more about Dr. Brown and the potential to reduce factory farms.


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