IMPOSSIBLE FOODS Launches award-winning IMPOSSIBLE™ BURGER “2.0” in HONG KONG and MACAU

Impossible Foods is launching the much-anticipated new recipe of the Impossible Burger in Hong Kong and Macau in March. The Impossible Burger 2.0, which delivers unprecedented taste, nutrition and versatility, launched earlier this year at the Consumer Electronic Show (CES) in Las Vegas to critical acclaim and overwhelming demand.

Delivering the rich, beefy taste that discerning meat lovers demand, Impossible 2.0 is delicious in any ground meat dish, including stews, chili, sauces, braises, minces, meatballs, meat pies, dumplings, dim sum or any other beefy menu item. It’s easy to cook on a BBQ, charbroiler, flat top grill, high-speed oven,steamer, wok, or sauté pan. Chefs can use Impossible 2.0 in a variety of recipes from lasagne to lo mein. It can be steamed, seared, or sizzled on slats over an open flame, retaining its texture and juiciness throughout the cooking process. The new recipe has a meaty chew and versatile texture — without wheat protein, a response to consumers who loved the original Impossible Burger but wanted no wheat or gluten.

“Impossible 2.0 delivers everything that matters to hard-core meat lovers, including taste, nutrition and versatility,” said Impossible Foods’ CEO and Founder Dr. Patrick O. Brown. “This is the plant-based meat that will eliminate the need for animals in the food chain and make the global food system sustainable”.

Since its launch into Hong Kong in April 2018, Impossible Foods’ meat made from plants is now available in nearly 150 venues in Hong Kong and Macau, ranging from chef-driven restaurants to first-class hotels to burger chains and even Dai Pai Dongs. The next-generation recipe will be available to order in HongKong and Macau, from 1st March. Amongst the first to serve the new recipe will be burger chain TripleO’s. Classified, known for its café-workspaces; Castelo Concepts restaurants, Aussie Grill by Outback and more will follow in March, ensuring Impossible can be enjoyed equally as part of a Michelin-starred dining experience or at your favourite cafe or casual burger joint.

“Hong Kong and Macau chefs have created an amazing diversity of Impossible dishes over the last year,”says Nick Halla, SVP of International at Impossible Foods. “Impossible 2.0 is even more delicious, more nutritious, more sustainable, and can be used in many more ways. We cannot wait to see what the chefs create with our latest product.”

INTRODUCING THE NEW RECIPE OF THE IMPOSSIBLE BURGER

Juicier, meatier, and more beefy-tasting than ever before, Impossible 2.0 is kosher and halal-certified and contains no animal hormones, no antibiotics and no gluten. The new recipe contains as much bioavailable iron and high-quality protein as a comparable serving of ground beef from cows. In addition,the next-generation product has 0 mg cholesterol, 14 grams of total fat and 240 calories in a quarter-pound patty (vs 80 mg cholesterol, 23 grams of total fat and 290 calories in a quarter-pound patty of conventional “80/20” ground beef from cows). To make the Impossible Burger even better,the new recipe delivers improved taste, texture, nutrition and versatility. The Impossible Burger 2.0 is made mostly of water, plant proteins, sunflower oil, coconut oil, and heme.

The Impossible Burger 2.0 launched to numerous accolades at the International Consumer ElectronicsShow (CES) in Las Vegas in January 2019. Considered the world’s most important tech show and home to the industry’s most groundbreaking product debuts, the Impossible Burger 2.0 was the first food ever showcased at CES and won the show’s highest honors.

Our managing editor Vivien has the opportunity to experience the tasting of Impossible 2.0 at Gaia last week, a whole new way of dining. “The idea of the dishes are good, favorite plate would be the Bolognese tagliatelle. The presentation is excellent and I feel great by knowing that by having these dishes we are actually contributing to a better environment.”

For the Gaia menu: Impossible will always be on Gaia menu as a special (but not all dishes) and customers can always request if they have dietary restrictions.

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