Impossible Foods Debuts the Indulgent Burger: ‘To Better Meet Consumers Where They Are’

Impossible Foods has introduced the Impossible Indulgent Burger, a premium version of its original plant-based burger. The new burger is described as juicier and meatier, aiming to cater to consumers who desire a more meaty vegan option. Impossible Foods states that 82 percent of consumers find the new burger's taste to be as good as, or even superior to traditional beef burgers. The Indulgent Burger is a third-pound patty designed for maximum flavor and succulence, whether served at special dining events or casual backyard barbecues.

The company's CEO, Peter McGuinness, highlights the importance of offering consumers more options with products like the Indulgent Burger, in addition to their original beef products and Beef Lite, catering to different consumer preferences. The new burger, like all of Impossible Foods' products, provides a rich source of protein, zero cholesterol, and a more sustainable option compared to traditional meat in terms of land use, water consumption, and greenhouse gas emissions. The Indulgent Burger is currently available at select burger outlets with plans for wider distribution in the future.