In this file:


·         Impossible burger will upgrade itself like an app until you quit beef

·         Impossible Burger 2.0: “I Couldn’t Tell It Wasn’t The Real Thing”

·         Veggie Burger Seducing Meat Lovers

·         Impossible Foods tackles the most impossible meatless meat: the steak



Impossible burger will upgrade itself like an app until you quit beef


By Chris Taylor, Mashable

Jan 9, 2019


The promise of the world's best plant-based meat product continues to sizzle. Soon — sooner than you think — it will taste like steak.


After its surprise announcement at CES this week, Impossible Foods is now rolling out what has been  hailed as a juicier, tastier, 100% more gluten-free version of the Impossible Burger, which was already judged the best fake beef available (but used to include wheat). We put it on our best of CES list.


The thousands of U.S. restaurants currently serving it (including White Castle, purveyors of the $1.99 Impossible Slider), will make the switch by the end of February. Impossible says a retail version of the burger is coming to supermarkets sometime in 2019.


And this is just the beginning for a Silicon Valley food sciences company that plans to scale up faster than any of the tech giants surrounding it did. Upgrades will be rolled out at places like CES, every user will quickly switch to the new version (no legacy problems here!) And then it's straight back to the drawing board on how to tweak the proteins and other plant-based ingredients to make the next version even juicier, even more meat-like.


In the same way Apple and Android cast a snooty eye at each other, Dr. Pat Brown, the Stanford biochemistry scientist who became Impossible's CEO, likes to say his competition is cows. And they aren't iterating.


"Our cycle of innovation is likely to be faster than once a year," Brown told me as he exited CES when I compared Impossible's roll-outs to iPhone launches. "As soon as we feel we've got something decisively better, something that will accelerate our mission, we're not going to wait around."


The scale of Brown's mission makes companies like Uber or Amazon look modest. "We're going to replace animals by 2035," he says. It's hard not to be infected by his enthusiasm about what would happen next: food production occupies almost half of Earth's land area, so "if you could snap your fingers and make the animal industry go away,  vegetation growing back on that land would bring CO2 levels down every year by itself" no matter what kinds of cars we drive.


The jury is out on whether such a scheme would work, and of course we should replace gas guzzlers with electric cars regardless. But the vegetation we currently have on Earth absorbs 50 percent of all carbon dioxide in the atmosphere. All that wild green stuff is no slouch when it comes to decarbonization, and it would love to go to town on the millions of acres currently occupied by nothing but cattle.


Brown may be impossibly ambitious, but he's not wrong. Fundamentally, the cattle industry is like the coal industry:


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Impossible Burger 2.0: “I Couldn’t Tell It Wasn’t The Real Thing”

The company plans to sell raw "meat" in grocery stores by the end of the year


Victor Tangermann, Futurism

Jan 8, 2019


Perfecting a Substitute


Slightly pink on the inside, a lightly flame-charred exterior, and plenty of runny juices — the perfect hamburger is a marvel to behold. But does a cow have to suffer for you to enjoy one?


California-based plant-based meat substitute company Impossible Foods has a definitive answer to that: absolutely not. The company is inching closer to becoming indistinguishable from the real thing with its brand-new 2.0 burger revealed today at the Consumer Electronics Show (CES) in Las Vegas.


“I couldn’t tell it wasn’t the real thing,” wrote CNET‘s Dara Kerr, who tasted the new burger.


Raw Fake Meat


Impossible Foods’ technology is called “heme,” an iron-carrying molecule that the company claims is what gives meat its distinctive flavor. Its Impossible Burger is now on sale at over 5,000 restaurants, including chains like White Castle, just over two years after the company’s founding.


Alongside its new burger, Impossible Foods announced today it is planning to sell its plant-based meat substitute “meat” in grocery stores across the country by the end of 2019 — a big step for the burgeoning industry.


And Impossible isn’t the only player in the high tech meat substitute game. Other companies, like Beyond Meat, have also extended offerings to grocery stores, like Beyond’s plant-protein-isolates-based Beyond Meat burger.


For a Price ...


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Veggie Burger Seducing Meat Lovers


Buzz Bradley, B98.5 Central Maine's Country

January 9, 2019


Don't get me wrong, I love vegetables...just not disguised as meat. I don't want them to look like meat, I don't want them to cook like meat, and I don't want them to taste like meat. Frankly, the taste and texture are usually off.


Apparently that is all about to change. A vegan company called Beyond Meat just announced the release of the “Beyond Burger 2.0,”  which it says sports a new and improved version of its signature Beyond Burger. Into the lab they went and the burger patty was reformulated for a meatier taste and texture, which is the result of a new blend of pea, mung bean, and rice proteins that deliver a more fibrous and chewy texture. The new patty is also lower in saturated fat, kosher-certified, and, just like the original patty, is free of gluten, soy, and genetically modified ingredients


People are giving rave reviews of the new burger on both taste and texture. As for me...I'm going to stick with the real thing...





Impossible Foods tackles the most impossible meatless meat: the steak


Allison Shoemaker, TheTakeout

Jan 9, 2019


In a conversation with The Spoon, Impossible Foods C.E.O. and founder Pat Brown made plain that he and the rest of the company have their eyes set on the Great White Whale of the alt-meat world—the Moby Steak, if you will.


The news comes on the heels of Impossible’s unveiling of a new iteration of the Impossible Burger, its flagship product. The new, gluten-free burger is made from soy and potato protein, with fewer calories and less fat than its predecessor. Yeah yeah burgers whatever, let’s get to the whole meat-free steak thing, shall we?


    While they plan to keep iterating on their flagship ground beef product, Brown explained that they’re also starting to work on what he called “whole cuts of beef,” including steak. “[Steak] has huge symbolic value,” said Brown. “If we can make an awesomely delicious world-class steak . . . that will be very disruptive not just to the beef industry, but to other sectors of the meat industry.”


For vegetarians and vegans that miss large hunks of meat as a dining option, this is no small development...


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