Your juicy, meaty burger might not be meat at all — and that could be a good thing.
The first Impossible Burger, a plant-based meatless substitute that has been designed to be cooked, taste and even run bloody red, will be served for the first time in a restaurant today. Celebrity chef David Chang’s Momofuku Nishi in New York City is the first to sign on and is serving it today, according to Eater.
The company Impossible Meats set out to create a meat substitute using only natural ingredients, which would make the food taste like beef. The key they discovery is a plant-based molecule called “heme,” that makes their meat taste more like cow’s meat, from their natural umami flavor to a look that resembles cow’s meat.
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Why mess with meat at all? The company, which has the backing of mogul Bill Gates, is trying to help find ways to feed the world without the global impact that raising cattle has. Impossible Meats says its faux meat can be produced by using 95 percent less land, 74 percent less water and 87 percent fewer greenhouse gasses, all without hormones or antibiotics, according to its website.
Shape that “meat” into a patty, cook it to medium-rare and that juicy first bite is enough to be “very impressive,” former New York Times food columnist and cookbook author Mark Bittman told Bloomberg News.
Previously, a competing company called Beyond Meat began selling its meatless patties at a Colorado Whole Foods and, according to Eater, it sold out in less than a week.
“It will fool you,” Bittman told Bloomberg.
Read Eater’s full story: David Chang Adds Plant Based ‘Impossible Burger’ to Nishi Menu