Impossible Foods is adding meatless pork and sausage to its lineup, aiming to reshape the massive pork market nearly four years after its introduction of plant-based burgers helped shake up the hamburger business.
Impossible Pork and Impossible Sausage are being unveiled to the media at CES on Monday night, with sampling at the show to follow throughout the week for the thousands of visitors who descend on Las Vegas each January to check out the latest tech gadgets. Impossible Sausage will then be available at a limited number of Burger King locations in a test beginning in late January.
Impossible Foods, which competes with the likes of Beyond Meat, Tyson, Kellogg and other companies working on their own meat-like products made from plants, says its two new items contain no gluten, animal hormones or antibiotics, and are lower in calories and fat than versions hailing from animals. Impossible Pork and Impossible Sausage are made with ingredients including water, soy protein concentrate, coconut oil and sunflower oil.
Much like the companies that show off devices at CES, the annual event formerly known as the Consumer Electronics Show, Redwood City, California-based Impossible Foods is showcasing products that aren’t yet widely available. “We are really, at our heart, a technology company,” Impossible Foods Chief Financial Officer David Lee said Monday, speaking with Ad Age from CES.
Impossible Sausage will first hit the market in late January in a test at 139 Burger King locations in Impossible Croissan’wich breakfast sandwiches. Impossible Foods did not share other details on when the products will hit other locations, chains or retail stores.
“We’re obviously very protective of the confidence of our customers,” said Lee.