The Impossible Burger arrived with plenty of buzz. As one of the two biggest names (along with Beyond Burger) in the new wave of “bleeding” plant-based hamburgers, Impossible came with the added talking point of “heme,” which the company cited as the magic ingredient that made their burgers taste more like meat. But over the past two years, Impossible has had another, subtler trick up its sleeve: The brand has only offered its burgers in restaurants. Debuting at David Chang’s Momofuku Nishi in July 2016, and continuing to avoid retail since, Impossible Burger has forced interested consumers to seek the product out.
For the fulls tory, visit FoodandWine.com/News.
