Impossible Foods’ latest meatless product is expected to hit tables starting Thursday: plant-based pork that claims to be tastier and healthier than the real deal.
The ground pork product will first be available in restaurants in the United States, Hong Kong and Singapore, with further retail expansion plans in those markets over the coming months. This is the California-based company’s third commercial launch after ground beef and chicken nuggets, as it seeks to solidify its position in the growing plant protein industry.
Speaking in a first pre-launch interview, Impossible Foods President Dennis Woodside told CNBC’s “Squawk Box Asia” that the pork alternative could beat the real deal in terms of taste and nutritional value. .
“Pork is generally not considered a healthy product, but here you have a substitute that tastes just as good but is actually better for you,” he said.
According to the company, the product – which is primarily made from soybeans – provides the same amount of protein as its traditional meat counterpart, but without cholesterol, a third less saturated fat and significantly fewer calories.
Meanwhile, in a recent blind taste test conducted by Impossible Foods, it was found that the majority (54%) of Hong Kong consumers said they prefer the meatless pork product.
“We’re not going to launch a product unless it’s actually better than the animal analogue – both in terms of taste, as this data proves, and in terms of nutritional value,” said Woodside.
Impossible Pork Char Siu Buns are sampled during an Impossible Foods press event for CES 2020 at the Mandalay Bay Convention Center on January 6, 2020 in Las Vegas, Nevada.
David Becker | Getty Images News
Impossible’s meatless pork will debut at Momofuku Ssam Bar in New York on Thursday, September 23. It will then be available in Hong Kong from October 4 and in Singapore later this year. Participating restaurants include American chain Ruby Tuesday, Tim Ho Wan, and Hong Kong’s Beef & Liberty.
Woodside said it would be up to individual restaurants to determine their prices, adding that Impossible products are generally “about the same price in a restaurant as animal meat – sometimes a little higher.”
The launch comes amid a growing appetite for alternative proteins as consumers and businesses are increasingly aware of the environmental impact of traditional animal agriculture. Industry is estimated to be responsible for 14.5% of global greenhouse gas emissions.
Impossible Foods, for its part, claims that its pork product uses 81% to 85% less water, 66% to 82% less land and produces 73% to 77% less greenhouse gas emissions. greenhouse than ordinary pork production.