Major U.S. plant-based meat player Impossible Foods has launched its products in Woolworths supermarkets across Australia and in Countdown supermarkets in New Zealand, bringing the number of markets Impossible Foods is available in to eight. The brand’s flagship product, Impossible Beef Made From Plants, will be sold in both mince pack and burger patty formats in select store locations in each country.

Impossible Foods Senior Vice President of International Nick Halla said the success of the company’s launch in the Australian and New Zealand markets last November was made possible by their restaurant partners such as Grill’d, who brought the Impossible products to life. 

“This next phase of growth for us will be driven by the millions of meat-loving home cooks across the country who are looking for delicious, nutritious, and sustainable plant-based meat,” Halla said. “We can’t wait to see the amazing dishes that Aussies and Kiwis create with Impossible Beef.” 

The company has touted its sustainability credentials, noting that when compared to conventional beef from cows produced in the U.S., the production of Impossible’s plant-based beef requires  96% less land and 87% less water, and produces 89% fewer greenhouse gas emissions per kilo of product. Impossible Foods has commissioned an ISO-conforming comparative Life Cycle Assessment to compare its products to beef produced locally in the ANZ region, which the company says it expects will demonstrate similar environmental benefits.

Impossible Foods credits the realistic meat-like taste of its Impossible Beef Made From Plants to their proprietary ingredient soy leghemoglobin, a heme ingredient originating from plants. The product has been qualified as a good source of iron and fibre nearly 19 grams of protein per serving, has earned a 4 star Health-Star Rating.

READ MORE: Impossible Beef is possible in Australian supermarkets [Food & Beverage Industry News] and
Impossible Burger patties now available at Countdown [Stuff]