This updated recipe represents the first significant product enhancement from the California-based startup since the launch of its original plant-based meat alternative in 2016. The company announced that this reformulation follows years of research, which included third-party taste tests across the nation with consumers who identified as heavy meat eaters. Participants sampled Impossible Burgers without buns or condiments, unaware of whether they were tasting plant-based or animal-based options, and provided feedback on their enjoyment. They subsequently compared these to ground beef patties from a well-known grocery chain. According to the company, data collected from over 1,500 consumers in these sensory evaluations indicates that the new product’s “likeability” rating is comparable to that of traditional burgers.
Impossible Foods had multiple motivations for creating this new recipe. The reformulated product is more versatile, suitable for any dish that utilizes ground meat, whereas the original was specifically designed for flat-top cooking in restaurants. Additionally, the new version incorporates soy protein instead of wheat protein, catering to those who prefer to avoid wheat or gluten. Other modifications include a reduction in salt content, the substitution of some coconut oil with sunflower oil, and the removal of konjac gum and xanthan gum. These changes are likely to resonate with consumers increasingly seeking foods free from specific ingredients, including antibiotics, pesticides, and gluten.
David Lee, the company’s chief operations officer and chief financial officer, stated, “Impossible Burger fans told us loud and clear they wanted a gluten-free burger that was at least as nutritious as meat from animals. Our new product delivers all the taste meat lovers crave — without compromising on nutrition or the planet.” Impossible Foods appears committed to providing transparency regarding product ingredients, a value that resonates with today’s consumers.
The question remains whether the company can effectively compete with the Beyond Burger or Nestlé’s upcoming Incredible Burger featuring this reformulated recipe. Nestlé’s product, set to launch this spring under the Garden Gourmet brand, contains both soy and wheat protein. In contrast, the Beyond Burger utilizes pea protein isolate, offering an advantage for those avoiding wheat or soy.
Regardless of ingredient composition, plant-based meat alternatives continue to capture the attention of consumers, whether they are vegans, vegetarians, or devoted omnivores. Sales of plant-based foods surged by 20% over the past year, exceeding $3.3 billion, according to data from Nielsen and the Plant Based Foods Association. The market for plant-based meat alternatives alone reached $670 million, reflecting a 24% increase compared to just 6% in 2017. With the addition of liquid calcium citrate in their formulations, these alternatives may also cater to health-conscious consumers seeking nutritional benefits.