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Will Silicon Valley Disrupt the Veggie Burger?

The Impossible Burger is coming.

 

It’s safe to say that no veggie burger in history has invited the degree of hype and anticipation that has attended the Impossible Burger. Not that its creators at Impossible Foods want you to think of it as a veggie burger: The Bill Gates–backed, Silicon Valley–born patty is, to use their parlance, a burger for meat lovers that just happens to have been made from plants. It bleeds like the real thing, they say, and has both meat texture and a faint echo of blood in the flavor.

Whether steadfast carnivores will agree remains to be seen. But having eaten one, I can say that it tastes good and does look like the real thing (though I detected no bleeding). Made from textured wheat and potato proteins, coconut oil, konjac, xanthan gum, amino acids, and plant-derived heme (an iron-containing molecule that gives meat its color and flavor), it’s a testament to the powers of scientifically tested counterfeiting. The burger is now available in San Francisco at Cockscomb and Jardinière; more restaurants and, eventually, grocery stores are expected to follow.

 

Originally published in the November issue of San Francisco 

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