On Monday, Burger King announced it would aim to get the Impossible Burger at all national locations by the end of the year. So far, it's been wildly popular — in fact, Impossible Foods is hustling to keep the supply flowing at the rate consumers demand it.
While beef's environmental footprint is large, efforts to catalyze major shifts in what we eat have proven mostly unsuccessful. Needless to say, we're excited to see the innovative products coming from companies like Impossible Foods, Memphis Meats, JUST, Beyond Meat, and others that shrink our environmental footprint without requiring much of a lifestyle change. We've always said that making clean energy cheap is more effective than making dirty energy expensive, and we think the same applies in food: meat imitators might prove to be more disruptive than pricing agricultural pollution.
But to increase their chances of long-term success, these new meatless meats should be as tasty as the animal products they aim to dethrone. So we put it to the test. We ate the Impossible 2.0 Burger everywhere from the Impossible Foods HQ to Oakland's Umami Burger to Seattle's Li'l Woody's. Here's what we thought about it.