Fake Meat is coming to a barbecue close to you. Impossible Foods has been accepted approval by the FDA to promote its plant-based Meat in US grocery shops this fall, reported Bloomberg. After expressing some initial doubts, the company formally ruled that soy leghemoglobin — the additive in Impossible Burgers that offers it a meat-like flavor and makes it “bleed” — is safe for customers to eat. If no doubts are raised, the FDA rule change turns into effective on September 4th.
Presently, consumers can only buy Impossible Foods’ fake Meat at many eating places it has companies with — including Burger King, Qdoba, and Claim Jumper. Bringing Impossible Burgers to grocery store aisles will be sure to increase its mainstream relevance and expose it to a large market. It also assures that Impossible Foods keeps up with its competitor, Beyond Meat, which already sells its products in grocery stores. High demand this summer even lead to Beyond Meat’s product being out of stock at select Whole Foods store. Impossible Foods faced shortages of its own this year and have since doubled employment at its Oakland facility and grouped up with a food manufacturing company, OSI Group, to increase supplies.
Demand for alternative meat options will likely only rise as People develop more health-conscious. Whereas promoting fake Meat in restaurants has proved profitable, it is still seen as an important day or niche dish — rather than something to be consumed on the regular. Now with the two major fake meat manufacturers available in the frozen foods aisle, its plant-based products can compete against industry stalwarts like Tyson and Morningstar Farms — not to point out each other.