🎩 Hats off to the publicity and marketing teams over at Impossible Foods — hypebeasts of the century.
Impossible burger is making multiple headlines this week. On Monday, Impossible received a much anticipated “generally recognized as safe” (GRAS) certification from the FDA for their burger’s star ingredient, Soy leghemoglobin. Today, Impossible released their new 2.0 vegan meat patties at the CES 2019. The 2.0 version is cholesterol, hormone, antibiotic and gluten free, but the heme is genetically engineered.
Why we care? GRAS certification enables Impossible to sell their veg-heme meat in grocery stores. BUT starting January 1st 2020 there is a mandatory bioengineered labeling law that will go into effect. Impossible would be smart to push hard this year before consumers face the bioengineered label. Consumers don’t seem to fuss (and they may not know) about Impossible’s genetically engineered ingredient at the moment, but we’ll just have to wait and see how consumers respond to a bioengineered label:
In the meantime: Starting tomorrow, Impossible burger 2.0 will be debuting on the menus of some of the hottest and most exclusive restaurants. Check out the list here.
