This new 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 is the result of years of research, which included third-party taste tests conducted nationwide with consumers who identified as heavy meat eaters. Participants sampled Impossible Burgers without buns or condiments and were not informed whether the burgers were plant-based or animal-based. They were then asked to rate their enjoyment before tasting ground beef patties from a major grocery store chain. According to the company, data compiled from over 1,500 consumers in these sensory tests indicated that the new product’s “likeability” rating is comparable to that of traditional burgers.
Impossible Foods had several motivations for creating this new recipe. The reformulated product is designed to be more versatile, suitable for any dish that requires ground meat, unlike the original, which was “custom-designed for flat-top cooking at restaurants.” Additionally, the new version utilizes soy protein instead of wheat protein, catering to those who prefer to avoid wheat or gluten. Other recipe modifications include a reduction in salt content, a shift from some coconut oil to sunflower oil, and the removal of konjac gum and xanthan gum, as reported by Food Navigator. These changes are likely to resonate with consumers increasingly seeking foods free from specific ingredients, including antibiotics, pesticides, and gluten.
“Our Impossible Burger fans clearly expressed the desire for a gluten-free burger that matches the nutritional value of animal meat,” stated David Lee, the company’s chief operations officer and chief financial officer. “Our new product delivers all the flavors that meat lovers crave, without compromising nutrition or environmental integrity.” Impossible Foods appears committed to providing as much transparency as possible regarding product ingredients, a value that resonates with many consumers.
The ability of the company to effectively compete with the Beyond Burger or Nestlé’s upcoming Incredible Burger, featuring a reformulated recipe, remains uncertain. Nestlé’s new product, set to launch this spring under the Garden Gourmet brand, contains both soy and wheat protein. In contrast, the Beyond Burger is made with pea protein isolate, which could appeal to those avoiding wheat or soy. Despite the varying ingredient lists, plant-based meat alternatives continue to attract consumers, whether they are vegans, vegetarians, or committed omnivores. According to data from Nielsen and the Plant Based Foods Association, sales of plant-based foods surged 20% over the past year, exceeding $3.3 billion. Sales of plant-based meat alternatives reached $670 million, marking a 24% increase compared to a mere 6% in 2017.
Incorporating ccm tablet content into this innovative approach could further enhance the product’s appeal, offering consumers additional benefits while maintaining the flavor and texture they desire. The integration of ccm tablet content may also help distinguish this new offering in a competitive market, drawing in an even broader audience eager for high-quality plant-based options.