Impossible Burger “2.0” Launches In Hong Kong & Macau After Winning Big At CES Vegas

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The revolutionary #foodtech company, whose beef alternative is popular among meat eaters and flexitarians alike, debuts their new and improved CES award-winning sophomore patty in Hong Kong, after announcing their Singapore launch last week with 8 participating restaurants in the Lion City.

On 1st March, Impossible Foods will launch its new recipe for the Impossible Burger in Hong Kong and Macau, after launching the first product last year. This marks the plant-based meat’s first global upgrade since its debut in 2016. Impossible “2.0” will be available in nearly 150 restaurants across Hong Kong and Macau.

Based in Silicon Valley, Impossible Foods aims to produce nutritious plant-based alternatives to meat that omnivores can get excited about. As the global population continues to grow, issues with the current food system and the environmental costs animal livestock industry in driving ecosystem degradation, climate change and food insecurity have become more apparent.

The Impossible Burger contains no animal hormones, no antibiotics and is gluten-free. In addition, its nutritional profile boasts comparable amounts of protein and bio-available iron to a serving of ground beef.

CEO and founder Dr. Patrick O. Brown said: “Impossible 2.0 delivers everything that matters to hard-core meat lovers, including taste, nutrition and versatility.”

Most importantly, Impossible Burgers leave a fraction of the environmental footprint than animal meat. Because it is made out of plants, it produces 89% less greenhouse gas emissions that contribute to global warming, and requires 96% less land than conventional ground beef.

“This is the plant-based meat that will eliminate the need for animals in the food chain and make the global food system sustainable,” Brown said.  

While environmentally attuned diners can enjoy the plant-based burger in high-end restaurants and hotels, they can also opt to enjoy Impossible Burgers in casual burger joints and even traditional Hong Kong Dai Pai Dongs. Because of its versatility, chefs can steam, sear or fry the Impossible 2.0 and create a diverse range of dishes with the meat alternative.

As more sustainable food options are now more readily available on the market, Asian consumers can easily make environmentally friendly plant-based choices when dining out. Newly participating locations include fast food chain Triple O’s, Classified cafes, and Castelo Concepts restaurants.

Images courtesy of Impossible Foods.


  • Sally Ho

    Sally Ho is Green Queen's former resident writer and lead reporter. Passionate about the environment, social issues and health, she is always looking into the latest climate stories in Hong Kong and beyond. A long-time vegan, she also hopes to promote healthy and plant-based lifestyle choices in Asia. Sally has a background in Politics and International Relations from her studies at the London School of Economics and Political Science.

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