Impossible Foods to Launch in Asia

Plant based food company Impossible Foods is hoping to launch in Asia next year, CEO Pat Brown stated in an interview last week. This is the first move the company has made with supplying to the international market.

Brown has said that Asia is a “high priority” for the company because of the surge in meat consumption in recent years due to influence from the West, with China leading the way in Asia for the increased meat intake.  Impossible Foods is one of the companies that are investing in the niche marketplace of plant based products that are close replacements to meat in terms of the taste, texture and look of the products.

There has been a huge rise in the number of people adopting a vegan diet or a reduced intake of meat, the driving force behind companies such as Impossible Foods. Many people are now seeing the health benefits of plant based foods, as well as the ethical issues relating to the animal agriculture industry.

Impossible foods already has connections to Asia through two of their investors – Temasek based in Singapore and Horizon Ventures based in Hong Kong have both backed the start-up business, raising $275 million, giving them an entry point into the Asian market.

David Lee, Impossible Food’s chief operating officer said: “We’re increasingly becoming aware that the demand for the Impossible Burger in the U.S. pales in comparison to the amount across the world.” He also added: “Asia is an important milestone, but frankly it’s only the beginning of our global expansion.”

Similarly, British company Moving Mountains announced the launch of their plant based ‘bleeding burger’ today, the Moving Mountains B12 burger.

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