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Impossible Foods has announced its expansion to the Middle East, and will soon be debuting its flagship Impossible Burger in Dubai. From this week, the food tech’s heme-filled bleeding plant-based burgers will be rolled out across partnering restaurants in the UAE capital, among them Akira Back, Pickl and The Maine.
Impossible Foods has ramped up its international footprint, launching its Impossible Burger across restaurants in Dubai, making the UAE its first Middle East market. It will first be debuted at the Dubai World Expo on October 1, before rolling out across partnering restaurants in the city.
Middle East expansion
Commenting on the decision to launch Impossible in the UAE, adding to the Silicon Valley food tech’s global reach in Hong Kong, Singapore and Canada, Impossible president Dennis Woodside said: “The UAE’s status as a global travel and culinary hub will enable a whole new region of consumers to experience Impossible Burger for the first time.”
“Impossible products are made for every cuisine and culture, and we couldn’t be more excited to launch in our first market in the Middle East,” Woodside added.
After making its debut at the World Expo 2020 in Dubai, which is set to attract more than 25 million visitors until the end of March 2022, partnering restaurants across the capital will be showcasing their Impossible creations. As with its previous launches, Impossible is taking a gastronomy-first approach to market, rolling out its plant-based beef, which is certified kosher, halal and gluten-free, via foodservice before landing in retail.
Another startup that recently expanded to the Middle East market is Singapore-based vegan chicken brand TiNDLE, which is now available at restaurants across Dubai, Abu Dhabi and Fujairah in the UAE.
Dishes from around the world
Diners in Dubai can taste dishes like Impossible Chorizo Gyoza and Impossible Tacos at Akira Back, an Impossible Pad Krapow at Sticky Rice, and an Impossible Spiral South African Boerewors at Sausage Fabrique.
Over at homegrown burger chain Pickl, three Impossible Burgers will be featured on the menu, including the Impossible Cheeseburger, Double Cheeseburger and Impossible Fries. Speaking about collaborating with the famed Californian food tech, Pickl founder and CEO Stephen Flawith said the chain is responding to changing consumer preferences for cruelty-free and sustainable dishes.
“These days, people want to reduce their meat intake for many reasons, whether it be environmental, health or ethical reasons,” said Flawith. “We’re pumped to round off our Pickl Plant Based menu with the introduction of Impossible Burger.”
For now, Impossible will be rolling out its flagship plant-based beef product across the UAE. But the launch comes on the heels of the company’s launch of its Impossible Pork in its home market in the US, and in Singapore and Hong Kong. It is unclear whether Impossible plans to bring its other plant-based analogues, which so far includes sausages, pork and chicken nuggets, to the Middle East market.
From this month, the new plant-based pork will be available in the US after a showcase at famed Chef David Chang’s Momofuku Ssäm Bar in New York. It will then be available in over 100 Hong Kong restaurants as well as in retail chain ParknShop in ready-made meal formats from October 4, before making its way to Singapore restaurants in November.
All images courtesy of Impossible Foods.