LONDON–(BUSINESS WIRE)–May 18, 2022–
California-based Impossible Foods, the fastest growing plant-based meat company in the US, is making its UK European debut this week with the launch of two of its latest products – Impossible “Chicken” Nuggets™ Made From Plants and Impossible Plant-Based Sausage Patties™.
Impossible Chicken Nuggets™ (Photo: Business Wire)
Both products will be available from May 19 in restaurants across the country – including many of the UK’s best-loved chicken shops – offering Britons a plant-based chicken nugget that tastes better than the animal version. Impossible Chicken Nuggets are preferred two to one by UK consumers. 1
“The UK has a unique and unrivaled chicken shop culture in which we believe our nuggets will be competitive because first and foremost they taste better, and they are also better for you and better for the planet,” said Peter McGuinness, CEO of Impossible Foods. “And there’s more to come – later this year we’ll be expanding to supermarkets and rolling out additional products. We can’t wait for our friends and fans in the UK to finally taste our products.”
Impossible Chicken Nuggets was first launched in the United States late last year and quickly became one of the company’s best-selling products and brand of plant-based chicken nuggets. fastest growing in the category. Impossible Foods’ UK expansion marks the international debut of Impossible “Chicken” Nuggets outside the US
This is the fourth new market the company has expanded into in nine months, following the launch of its flagship Impossible Burger in Australia, New Zealand and the United Arab Emirates last fall. The company plans to launch its full product portfolio in the UK, including products containing heme (soya leghemoglobin) – a key ingredient in the Impossible Burger and other Impossible products – at a later date.
Impossible™ products will be available in thousands of restaurants and catering establishments across the UK within a year, starting with over 300 this month. Starting tomorrow, the nation’s first-ever Impossible™ dishes will appear exclusively on the menus of select restaurants and chicken shops, including Chicken Cottage, Halo Burger, The Bab, MEATliquor, Patty&Bun and more.
Later this month Impossible™ products will be launched in over 250 Hungry Horse pubs owned by Greene King, the UK’s leading pub and brewing company.
“At Hungry Horse, we love getting together, and our customers come to us for bountiful and unique culinary creations in a ‘home-like’ environment,” said Robert Calderbank, Business Unit Manager, Hungry Horse. “We are so excited to bring the Impossible ‘Chicken’ Nuggets to our pubs and truly believe they will deliver on that promise, tantalizing the taste buds of our customers across the country, we can’t wait!”
“Chicken Paradise” launch party
Impossible Foods is celebrating its UK debut with a launch party hosted by fictional TV character and boss Chabuddy G, played by Asim Chaudhry, a star of the hit BBC mockumentary people do nothing. The company has invited hundreds of lucky Impossible fans to be among the first to sample Impossible™ products on UK soil at its ‘Chicken Paradise & Sausage Palace’ themed event hosted by Chabuddy, taking place tonight. at Maison Bab, a popular London restaurant offering modern gourmet kebabs.
“From the start, our goal at Le Bab was to deliver a new kind of kebab, fusing global influences with amazing ingredients, always in the spirit of sustainability,” said Stephen Tozer, co-founder of Le Bab, Maison Bab and Kebab Queen. “Impossible’s products are extraordinary. I first tried Impossible years ago and it blew my mind. Since then, I’ve wanted to collaborate with them, so it’s a bit of a dream come true! I’m absolutely certain that their plant-based meats will fundamentally change the way the world eats.
Better for you, better for the planet
Chicken is the most commonly consumed meat per capita in the UK, 2 with three quarters of UK consumers saying they eat chicken of animal origin on a weekly basis, and almost 90% saying they eat it on a monthly, according to an Impossible Foods study. 2
Designed for chicken lovers everywhere, Impossible Chicken Nuggets require far fewer resources to produce: 55% less water, 24% less land and 24% less GHG emissions than nuggets animal chicken. 3 They feature golden, crispy crumbs on the outside and a tender, juicy bite on the inside, with 13 grams of protein per 100-gram serving and 25% less salt than Animal Chicken Nuggets. 5
Plant-based Impossible Sausage Patties are also better for consumers and the planet, designed to be easily slipped into a breakfast sandwich or enjoyed as a center-of-the-plate delicacy. In addition to their savory and delicious taste, they are produced using 88% less water, 77% less land and 47% less greenhouse gas emissions than animal pork sausages. 4 They also contain 5.6 grams of protein, 2.5 grams of fiber and 1.1 milligrams of iron per patty.
To find out more about the launch of Impossible Foods in the UK and to find a participating restaurant near you, please visit www.impossiblefoods.com/gb-en.
Media kit and images here.
Plant-based Impossible Chicken Nuggets and Impossible Sausage Patties are also available to order through local distributors. Any restaurateurs interested in adding Impossible™ products to their menu can contact [email protected]
In addition to the UK, Impossible Foods products are now available in the US, Australia, New Zealand, Canada, Singapore, Hong Kong and the United Arab Emirates. Impossible Foods’ mission is to be sold in all major world markets where conventional animal meat is sold.
California-based Impossible Foods makes delicious, nutritious meat and dairy products from plants – with a much smaller environmental footprint than meat from animals. The private food-tech startup was founded in 2011 by Patrick O. Brown, MD, Ph.D., professor emeritus of biochemistry at Stanford University and former Howard Hughes Medical Institute researcher. Investors include Mirae Asset Global Investments, Khosla Ventures, Bill Gates, Google Ventures, Horizons Ventures, UBS, Viking Global Investors, Temasek, Sailing Capital and Open Philanthropy Project.
KEYWORD: CALIFORNIA EUROPE UNITED STATES UNITED KINGDOM NORTH AMERICA
SECTOR KEYWORD: RETAIL RESTAURANT/BAR ENVIRONMENT FOOD/BEVERAGE
Copyright BusinessWire 2022.
PUBLISHED: 05/18/2022 1:30 PM / DISK: 05/18/2022 1:32 PM