Think fake burgers are just for vegetarians? 95% of Impossible Foods’ customers are meat eaters

The most popular “meat alternatives” are burgers, followed by nuggets


By Adele Peters, Fast Company



If you eat meat but you’ve recently tried a plant-based burger, you’re not alone.


Impossible Foods, maker of fake meat products that look and taste like the real thing, estimates that 95% of its customers are omnivores.


In a decade, these alternatives may make up 10% of the meat industry. Here’s how the category is gaining muscle.