From May 26, the award-winning bleeding plant-based Impossible Deluxe Burger will make its convenience store debut in Asia at over 300 locations of 7-Eleven stores in Singapore as a ready-to-eat meal available under S$6 (approx. US$4.50).
Working with leading Asian food and retail conglomerate the Dairy Farm Group, which manages 7-Eleven in Singapore, Hong Kong, Macau and Southern China, Impossible Foods is set to launch its ready-to-eat plant-based burger, marking its first entry time into an Asia-based convenience store.
Created using 7-Eleven’s chef-crafted recipe, the Impossible Deluxe Burger is served with sautéed white button mushrooms and fresh spinach accompanied with sour cream sauce on the buns, a pre-made item that can be warmed in under a minute.
The plant-based meat giant claims that the Impossible Burger looks, tastes and smells like traditional beef, without the need of cows and with a far smaller carbon footprint: compared to its animal counterpart, Impossible uses 96% less land, 87% less water and releases 89% fewer GHGs which means for every 113g serving you consume, you are saving 7 square meters of land, 3 kg of CO2, and 84 litres of water.
In a press release seen by Green Queen, Singapore Country Manager at Impossible Foods, Laurent Stevenart, said that the company’s mission is to make plant-based meat products available and accessible to all those places where meat products are found – like convenience stores. “We are so thrilled to collaborate with 7-Eleven Singapore on this on-the-go option for fans who might have not yet tried Impossible products. Following our successful grocery presence expansion at leading retailer Dairy Farm Group, we are excited to launch the Impossible Deluxe Burger at 7-Eleven Singapore. We look forward to providing more delicious, plant-based options for their customers, whether they’re dining on the go or cooking Impossible in their own kitchens.”
A huge mission of Impossible is to make our delicious plant-based products available everywhere conventional animal meat is sold today, and this includes the convenience store market. We are so thrilled to collaborate with 7-Eleven Singapore on this on-the-go option for fans who might have not yet tried Impossible productsLaurent Stevenart, Singapore Country Manager, Impossible Foods
While 7-Eleven Singapore being the first to sell the Impossible Burger, the convenience chain plans to add more plant-based products to its portfolio in the near future. In Hong Kong, 7-Eleven has already started expanding its plant-based range with Green Monday, the Hong Kong-based group responsible for plant-based alternative OmniPork.
This is our first plant-based own brand product in our Ready to Eat range. Our RTE range provides convenient, fuss-free and tasty food options for Singaporeans, many of whom lead hectic lifestyles. With our extensive network of 7-Eleven stores spread across the island, customers can now get their plant-based fix at their convenience anytime, anywhereSteven Lye, managing director, 7-Eleven Singapore
Managing Director of 7-Eleven Singapore Steven Lye said of the launch: “At 7-Eleven, we always put our customers first and we pride ourselves on launching new and sought-after products to meet their needs and wants. With the growing demand from our customers for plant-based alternatives, we’re excited to be collaborating with Impossible Foods, Singapore’s leading plant-based brand, to launch the 7-Select Impossible Deluxe Burger. This is our first plant-based own brand product in our Ready to Eat range. Our RTE range provides convenient, fuss-free and tasty food options for Singaporeans, many of whom lead hectic lifestyles. With our extensive network of 7-Eleven stores spread across the island, customers can now get their plant-based fix at their convenience anytime, anywhere.”
Back in September of last year, Impossible Foods announced that it had expanded its retail distribution to more than 11,000 U.S. locations due to the coronavirus pandemic highlighting the health risks of consuming meat, and the company reported a 77-fold spike in its retail footprint in under 6 months and Chicago-based analytics firm Numerator, 92% of its Impossible Burger sales are successfully replacing animal meats as consumers understand the importance of ditching meat products.
The plant-based burger is expanding everywhere from convenience stores to diner chains, for instance, American restaurant chain Johnny Rockets debuted plant-based options in its menu which included the Impossible Original burger that is being offered at over 80 of its locations.
The California-based food tech made headlines earlier this month for winning a court ruling regarding the heme in its plant-based burgers. Objections traised by a food safety group were rejected after the court decided to support the U.S. Food and Drug Administration’s (FDA) decision that the product was safe based on “substantial evidence”.
The 7-Select Impossible Deluxe Burger is priced at S$5.90 (approx. US$4.43) and there is a saver combo as well which includes a bottle of Glaceau Vitamin Water (500ml) for S$7 (approx. US$5.25) – available at all Singapore 7 Eleven locations.
Lead image – 7-Eleven Singapore, courtesy of Impossible Foods.