American maker of plant-based meat, a rival to Beyond Meat. Led by Peter McGuinness. A pound of its alternative beef mince sells for $9.04 at Walmart, compared with $7.43 for real beef mince. The company acknowledges that some of its products contain more sodium than raw, unseasoned meat, but argues the comparison "isn't set on a level playing field", as few people eat meat unseasoned. Impossible says many of its products contain more protein and fibre than is found in animal equivalents. It recently partnered with a maker of protein-dense bread and pasta.
See plant-based meat.
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