Impossible Foods has moved into new territory with the national retail launch of pre-cooked, pre-seasoned Impossible Steak Bites. A foodservice launch will follow in the coming months.
The frozen soy protein based bites, which do not contain Impossible’s signature blood-red heme protein ingredient, contain 21g protein and 3g fiber per serving. They contain zero cholesterol, 80% less saturated fat than traditional beef steak, iron, and B vitamins, says the firm, which claims they “significantly outperform the competition when it comes to succulent, meaty flavor.”
It would not provide any insight into the manufacturing process or explain how it had achieved a beefy experience without heme protein, which it has historically credited with giving its plant-based beef a meat-like flavor, aroma, color, and cooking experience.
The new product launch follows the 2022 launch of rival Beyond Meat’s faba bean and wheat-based Beyond Steak tips, which it described last month as “one of the fastest growing and top-selling plant-based meat products on the market,” citing retail data from SPINS.
“Our steak bites are first and foremost delicious,” said Impossible Foods CEO Peter McGuinness. “They’re also packed with protein, no cholesterol, and less saturated fat versus the animal. You’re not going to find a better plant-based steak option than that. It’s a real testament to our advancements in R&D.
“Achieving the right balance of amazing taste and great nutritional value is what people want and need, whether you’re a meat eater or not.”
According to the company, Impossible Foods occupies the “#1 spot in US foodservice market share and #2 in US retail market share [in the plant-based meat category].”
Check out AgFunderNews later this month for our interview with McGuinness.
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Author Elaine Watson
