Impossible Foods: Looks Like Meat, Tastes Like Meat… Isn’t Meat!

Bitchin' brands

Are you ready, the impossible has arrived… a guilt-free burger made from plants and it tastes just as good as meat. Can you believe it!?

Impossible Foods “are on a mission to make the global food system more sustainable.”


You must be thinking, how is this possible? So were we…

After five years of intensive research at molecular level into what makes meat unique, from the sizzle to that stomach grumbling smell, a team of scientists, farmers and chefs have recreated that juicy meat craving experience… using plants. WOW.


Why would they bother I hear you say?

Firstly, the Impossible Burger uses 95% less land, 74% less water and 87% less greenhouse gas emissions than cows. Secondly, the ingredients are free from hormones, antibiotics and artificial additives, we cannot say the same about cows!


“The world loves meat. But relying on cows to make meat is land-hungry, water-thirsty, and pollution-heavy. That’s why we set out to do the impossible: make delicious meats that are good for people and the planet.”


Go on then, what is the secret?

One word: heme. If you haven’t heard of this magic ingredient before (we had not!), it is a protein compound which can be found in all living things and abundantly in meat. Heme is responsible for that delicious meaty smell and sizzle. Impossible Foods make theirs by fermenting vitamins, amino acids and sugar. If you still don’t believe us check it out here


Feast your eyes…

Not only are the Impossible Foods team helping the world one burger at a time but they are doing so with impeccable style. A website packed with awesome illustrations, snappy copy and a cool feel, how can you not love these guys?


Charnah Bradley
Resident Billtong Supplier