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Vegans, plant-based meat lovers and even omnivores, listen up: the time has finally come for the arrival of Impossible Foods, makers of the unbelievably realistic meat substitute that tastes, cooks and even "bleeds" like the real thing.
Impossible Burger has become a staple in many American food chains and restaurants over the past few years, gaining popularity as a pioneer in the plant-based category and a tasty alternative to animal protein. Rather than aiming for the fast-food spots, however, the company has chosen to strategically launch in the Canadian market through the menus of some upscale and widely popular restaurants across Toronto, Ottawa, Montreal, Vancouver and Calgary. As of Tuesday, they have launched their product in 13 award-winning Canadian restaurants, but all restaurants across the country will have the option to order Impossible meat starting next month.
It may come as a surprise that the majority of Impossible Foods' consumers are omnivores. They have positioned themselves as the alternative product for meat-eaters, but of course, they capture many vegans and vegetarians within that market. Their goal is to make a plant-based alternative to anyone who would buy meat, so they chose to partner with chefs in Canada who gravitate towards cooking animal protein as part of their strategy to reach key consumers and make their products widely accessible.
Here in Toronto, some of the most coveted restaurants now have delicious items that incorporate Impossible Foods on their menus. Maker Pizza, chef Matty Matheson's beloved pizza concept, will be offering cheeseburger-style pie cleverly titled "The Impossible Return of the Mac", while Patois, the Caribbean-meets-Asian soul food joint, is serving up cassava fries topped with Impossible "meat" and melted vegan cheese. Even renowned chefs like Mark McEwan have taken on the meat substitute, incorporating Impossible Foods to Korean-style dumplings and the famous burgers on Bymark's menu.
Make sure to check out the incredible Toronto restaurants now serving Impossible Foods products, and keep your eyes out for many more over the coming months!