Its the veggie burger that bleeds. When eaten, it tastes and feels remarkably similar in your mouth to a burger made from animal meat.
After a blaze of publicity, the US-based company behind it, Impossible Foods, is scaling up production. A new facility in California will open before the end of the year with the ability to produce four million burgers a month.
Impossible Foods founder Pat Brown explains the impact he hopes to have on our health, the future of the livestock industry and the natural environment.
Youve said your burger is healthier for us. How?
We think weve made choices that have the net effect of making this better for consumers health than what it replaces. There are intrinsic safety issues with food from animals. You cant make ground beef without faecal bacteria getting into it. Its part of the process. That carries irreducible food safety hazards which we can readily avoid.
There is no cholesterol [in our burger] ... there is a significant population of people for whom it [cholesterol] has negative health consequences. There is also data suggesting that mammalian meat triggers an inflammatory response in humans that has some negative health consequences that we dont have with our product.
Is your ultimate ambition to bring an end to the need for livestock?
The ultimate goal is to develop a way to produce all the foods we [traditionally] get from animals much more sustainably using scalable ingredients from plants and make these foods delicious, nutritious and affordable.
If we succeed completely in that there would obviously still be cows, pigs and chickens but they would not be a significant part of the food system but kept around because they are interesting creatures.