Impossible Foods Introduces Chicken Option to American Restaurant

Impossible Foods Introduces Chicken Option to American Restaurant

Fuku. Alternative to chicken in impossible foods

Source: Kellyanne Perry

Impossible Foods launched its meatless chicken nuggets in restaurants on Tuesday and said it plans to bring the new offering to supermarkets by the end of the month.

Over the past decade, chicken has overtaken beef as Americans’ top meat choice, making it a target for companies like Impossible looking to replace or reduce their consumption of animal meat. Impossible Chicken Nuggets are helping the company catch up on Beyond Meat, which launched chicken offerings in American restaurants in July, more than two years after it closed its original chicken option.

Impossible’s meatless nuggets use soy as a source of protein. However, unlike its meatless burgers and sausages, the nuggets do not contain heme, which is produced from genetically modified yeast.

While Impossible has received approval from the Food and Drug Administration to sell products made from the additive in the United States, China and the European Union have banned its products because of the ingredient, this which began its global ambitions. .

Promoting the benefits of the product

To convince consumers to try a plant-based alternative to poultry, Impossible touts the environmental and health benefits of nuggets. According to preliminary estimates from Impossible, nuggets use about 48% less soil and 43% less water than chicken nuggets, and generate a third less greenhouse gas emissions. According to the company, Impossible Nuggets are 40% less saturated fat and 25% less sodium than chicken nuggets.

Restaurant chains that have poultry options include Fuku from Chef David Chang, Fatburger from Fat Brands, and Doug Haus.

Fuku CEO Alex Munoz-Suarez said in an interview that nearly 30% of consumers who responded to his customer satisfaction survey requested vegetarian or vegan options on his fried chicken menu.

It’s also about the continuation of the relationship between the two companies, as Chang’s Momofuku Nishi was the first restaurant to introduce the Impossible Burger in 2016. Muoz-Su├írez said Fuku tried Beyond’s chicken substitute as a patty for meatless sandwiches, but thought her shape was too perfect, prompting her to live with Impossible as a partner. Did.

rapid rise of the grocery store

Walmart, Kroger and Albertsons are among the grocery stores that will be moving chicken-free nuggets to their frozen shelves by the end of September. Over the next three months, Impossible plans to have chicken substitutes in more than 10,000 Kirana stores across the country. The suggested retail price for approximately 20 nuggets is $ 7.99.

It has a much faster deployment schedule than the most recent launch of Impossible, its meatless sausage. The company introduced meatless pork substitutes to restaurants across the country in June 2020. More than a year later, it brought the sausage to grocery stores.

Impossible is investing heavily in increasing its R&D and production to meet demand and attract investors. Reuters reported in April that the company is preparing to go public in the next 12 months through an initial public offering or a merger with a special purpose acquisition company, or SPAC. . Impossible would be looking for a valuation of at least $ 10 billion, which is several billion dollars more than Beyond Meat’s current market cap. So far, Impossible has raised $ 1.5 billion from private investors.

Impossible Foods is a four-time CNBC Disruptor 50 company ranked 24th on this year’s list.

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