Plant-based meat company Impossible Foods is looking to tap into the UK’s “unrivalled chicken shop culture” with the launch of its first ever products in the country.
The California-based company, which is the US’ fastest-growing plant-based meat business, has introduced its Impossible ‘Chicken’ Nuggets and Impossible Sausage Patties to the UK market.
Impossible’s meat alternatives will be available at more than 300 restaurants throughout the country this month – but the company has put a particular emphasis on fried chicken and takeaway shops, which it says Brits have a particular affinity with.
“The UK has a unique and unrivalled chicken shop culture that we’re confident our nuggets will compete in because first and foremost they taste better, and they’re also better for you and better for the planet,” said Impossible Foods CEO Peter McGuinness.
Thousands of restaurants will have Impossible products on their menus by the end of the year, the company says – adding that it intends to launch its full product portfolio in the UK in the future.
McGuinness said: “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.”
This expansion is in addition to Impossible Foods’ work in other markets. The Impossible Burger – the company’s flagship product – has already been launched in Australia, New Zealand and the United Arab Emirates last autumn.
According to data collected by the company, the Impossible chicken nugget alternative is preferred ‘two-to-one’ by UK consumers. This preference follows the product’s already-impressive success in the US market.
Impossible ‘Chicken’ Nuggets first launched in the United States late last year and very quickly became one of the company’s best-selling products, and the fastest-growing brand of plant-based chicken nuggets in the category, according to the Impossible Foods.
The company puts much of the success down to the fact its recipe is designed with ‘chicken-lovers’ in mind.
While the product is fully vegan and cruelty-free, requires 55% less water and 24% less land to produce compared with traditional animal-derived nuggets, Impossible ‘Chicken’ Nuggets still feature a “golden, crispy breadcrumb coating” and a “tender, juicy bite”. Additionally, the nuggets boast 13g of protein per 100g and 25% less salt.
The Impossible Sausage Patty also offers a more planet-friendly alternative to meat. The product is made using 88% less water and 77% less land than traditional pork patties, and offers 5.6g of protein per patty.
Impossible Foods has developed a country-wide map on its website for fans to find their nearest restaurant stocking Impossible products.
Keep up with what’s going on in the plant-based market with this upcoming Trend Panel: