Impossible Foods Launches Meatless Pork in US, Hong Kong and Singapore

Impossible Foods Launches Meatless Pork in US, Hong Kong and Singapore

Impossible Foods’ latest meatless product is expected to hit the table Thursday: plant-based pork that claims to be tastier and healthier than the real deal.

The ground pork product will first be available in restaurants in the United States, Hong Kong and Singapore, and further retail expansion is expected in those markets over the coming months. This is the California-based company’s third commercial launch after ground beef and chicken nuggets, as it seeks to solidify its position in the growing vegetable protein field.

Speaking in an initial pre-launch interview, Impossible Foods president Dennis Woodside told CNBC’s “Squawk Box Asia” that the pork substitute could beat the real deal in terms of flavor and nutritional value.

Here you have a substitute that tastes just as good but is actually better for you.

Dennis woodside

President, Impossible Foods

“Pork is generally not considered a healthy product, but here you have an alternative that tastes just as good but is actually better for you,” he said.

According to the company, the product – which is mostly made from soybeans – provides the same amount of protein as its traditional meat-based counterpart, but without cholesterol, a third less saturated fat and significantly fewer calories.

Meanwhile, in a recent blind taste test conducted by Impossible Foods, it was found that a majority (54%) of Hong Kong consumers said they prefer meatless pork products.

“We’re not going to launch a product unless it’s really better than an animal analogue, both in terms of taste, which the data shows, and in terms of nutritional value,” said Woodside.

Impossible Pork Char Siu Buns are sampled during the Impossible Foods press event for CES 2020 at the Mandalay Bay Convention Center on January 6, 2020 in Las Vegas, Nevada.

David Boulanger | Getty Images News

Impossible’s Meatless Pork debuts this Thursday, September 23 at Momofuku Sam’s Bar in New York. After that, it will be available in Hong Kong from October 4 and in Singapore later this year. Participating restaurants include American chain Ruby Tuesday, Tim Ho Wan, and Hong Kong’s Beef & Liberty.

Woodside said prices would depend on individual restaurants, adding that Impossible products are generally “about the same price as animal meat in a restaurant – sometimes a little more.”

The launch comes amid a growing appetite for alternative proteins as consumers and businesses are increasingly aware of the environmental impact of traditional animal agriculture. This industry is estimated to be responsible for 14.5% of global greenhouse gas emissions.

Impossible Foods, for its part, says its pork product uses 81% to 85% less water, 66% to 82% less land and 73% to 77% less greenhouse gases than production. ordinary pork. produces emissions.

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