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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