‘Everything we’ve brought to market in retail so far has been wildly well received’


The product (SRP $5.99/14oz pack) – rolling out to major chains including Kroger, King Soopers, Safeway, Albertsons, Wegmans, Stop & Shop, Hannaford, Shoprite, and Sprouts – is made with soy protein concentrate as its core ingredient, and contains the firm’s flagship ingredient soy leghemoglobin, a protein that carries the iron-containing molecule ‘heme,’ which Impossible Foods founder Dr Pat Brown argues ”makes meat taste uniquely like meat.”​​​

While some critics have queried whether plant-based burgers are better for you than beef burgers, with many containing similar levels of saturated fat, for example, the nutrition credentials of plant-based sausage compare more favorably with their pork-based counterparts, with the Impossible Sausage (when cooked) containing 30% fewer calories, 47% less total fat, 43% less saturated fat, and zero cholesterol compared to the leading pork ground sausage, according to Impossible Foods.

Like the Impossible Burger, the Impossible Sausage also contains iron, vitamins, and minerals, including 50% of the DV for vitamin B12, a nutrient of particular importance for vegan and vegetarians.

‘The [plant-based] ground sausage category is ripe for disruption

While the company may launch multiple formats and pack sizes for any given product (it now has a 12oz brick, an 8oz two-burger pack, and a six-burger frozen pack for its flagship Impossible Burger at retail) it made sense to debut in sausage with a ground product because it’s the most versatile, Michael Bortinger, senior manager, retail marketing at Impossible Foods told FoodNavigator-USA.



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