California-based Impossible Foods has arrived in Australia and New Zealand with its flagship product, Impossible Beef Made From Plants (or Impossible Burger), now available at over 150 restaurants including Grill’d and Butter.
“Our launches in Australia and New Zealand are another huge step towards bringing delicious, sustainable options to every market in the world,” Impossible Foods president Dennis Woodside said.
“Both countries are home to some of the most devoted meat-eaters on earth, and we know they’re going to love Impossible Beef.”
Impossible Foods’ goal is to create a truly sustainable global food system that satisfies every culture and cuisine. The company’s expansion into the Australian market, one of the highest meat-consuming countries in the world per capita, marks their third international market launch in the past 14 months.
Named top plant-based burger by the New York Times, Impossible Beef rivals ground beef from cows with its juicy taste, is made from quality plant-based ingredients and is packed with 18.8g of protein per serving. It’s also a good source of iron and fibre, with no animal hormones or antibiotics.
Grill’d will offer an Impossible Burger range including the Impossible Simply Grill’d, Impossible Cheeseburger, Impossible Garden Goodness and Impossible Australian.
“We’re incredibly passionate about creating healthy, sustainable and — most importantly — delicious burgers, so we’re thrilled to be the first national restaurant group in Australia to add Impossible Beef to our menu,” Grill’d founder and managing director Simon Crowe said.
“Impossible Beef is the natural next step for Grill’d in our mission to challenge the status quo with innovative, healthy and sustainable products. We can’t wait for guests to taste the new Impossible range at Grill’d.”
As a long-time fan of the brand, Butter Sydney co-owner and executive chef Julian Cincotta wanted Impossible Beef to be Butter’s first-ever plant-based meat alternative on the menu.
“We love the way Impossible Foods has approached the problem of climate change by producing plant-based meat that really does taste and function like conventional meat,” Cincotta said.
“I’m excited very much by what I can make with Impossible Beef. It’s such a versatile product that allows me to show my range really well.”
Butter will serve an Impossible Cheeseburger and Impossible Classic Burger at its Chatswood and Parramatta outposts and will be releasing a surprise new Impossible Burger recipe every fortnight. Under Butter’s home-delivery brand Mumma Julian’s, the team will also offer an Impossible Lasagne and Impossible Meatball Sub for an indulgent at-home feast, inspired by Julian’s Italian heritage.
Later in November, Butter will also launch an Impossible Pop-Up in The Rocks in Sydney, featuring a menu made exclusively with Impossible Beef, such as an Impossible Chilli Cheeseburger, Impossible Katsu and American Impossible Chilli Cheese Fries.
More details on Impossible Foods’ new offerings will be announced in the coming months. To learn more and find current local participating restaurants, visit https://impossiblefoods.com.au.