Impossible Foods has released four new products in the UK, now available exclusively at Tesco, the country’s largest supermarket chain. This launch marks a significant milestone for the company, which first entered the UK market four years ago.
Read More
The new offerings include Impossible Burger Patties tailored for the UK and European markets, Impossible Smoky Chipotle Chicken Pieces, Impossible Spicy Chicken Fries, and Impossible Beef Kofta. Meredith Madden, Chief Demand Officer at Impossible Foods, stated that this launch represents a meaningful step forward for the brand.
Tesco is recognized for its commitment to plant-based innovation and has become a popular destination for vegan products, catering to an increasingly plant-based consumer base. James Hemmings, VP of Commercial for EMEA at Impossible Foods, noted that there is a strong market of plant-based shoppers in the UK and expressed excitement about providing these flavor-packed alternatives.
Despite this launch, Impossible Foods has faced challenges, particularly regarding its use of soy leghemoglobin—a key ingredient for achieving a meaty taste. The company applied for approval from the UK’s Food Standards Agency in 2021; however, the ingredient remains under risk assessment and has not been authorized, nor has it received approval in the European Union.
In 2022, Impossible Foods launched heme-free products in restaurants. The new burger recipe aims to broaden its appeal within the grocery sector, produced at its European manufacturing facility and built on the company's expertise in plant-based development. Madden added that this partnership with Tesco is aimed at making plant-based eating more accessible and enjoyable for consumers.