24 April 2018

WHAT is the current market demand in the plant-based meat food industry? And the prevailing trends? Nick Halla: The animal foods industry is a US $ 1-trillion-plus industry, and growing quickly worldwide. There is no way to meet this demand unless we find better ways to produce the products consumers love.

With that, the traditional plant-based meats have not come close to meeting the sensory demands of meat-loving consumers, so the market has been small. The Impossible Burger is the first product that is appealing to meat loving consumers.

Nick Halla( right), chief strategy officer of Impossible Foods, explains how the company’ s Impossible Burger, touted as a“ better form of meat” is re-shaping the plant-based meat industry. Halla is presenting“ The Future of Food in Asia and the World” as part of the Food Product Development Technology & Innovation Forum @ Food Manufacturing Track.

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❝ Traditional plant-based meats have not come close to meeting the sensory demands of meat-loving consumers, so the market has been small.❞

Impossible Foods started in 2011 with the mission to make the global food system more sustainable. What are some of the significant steps the company has taken in this direction? Halla: We spent the first several years developing a deep understanding for why consumers desire meat, fish and dairy foods before diving into the plant-based world to develop new tools for creating better foods than we currently get from animals.

This new platform is the core of how Impossible is developing delicious, nutritious and affordable foods that are much better for the world. As an example, one of the key early discoveries was how heme( an iron-containing compound), in the form of myoglobin in meat and leghemoglobin in the Impossible Burger, is the only way to create the rich, complex flavours and aromas we expect from meat. Heme is found in all living organisms, including plants and particularly legumes. When we were looking for a heme protein to use in our plant-based meat, we wanted something that was safe to eat and that would closely mimic all the sensory properties of beef.

We found that most of the heme found in soy plants is in a protein called soy leghemoglobin. To scale, we genetically modified yeast as part of a fermenting process to generate large quantities of heme from soy leghemoglobin, in a sustainable and efficient way. Heme is what provides the Impossible Burger with the“ meatiness” of animal muscle— without using any animals whatsoever.

Over the past six months, we’ ve expanded across the US and are now in more than 1,000 restaurants. And soon, we’ ll be launching our first market in Asia, where approximately 44 % of the world’ s meat consumption is today.

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