Header image courtesy of Impossible Foods
Trend-setting plant-based food tech giant Impossible Foods has just announced that starting this week, they are making their groundbreaking Impossible Beef product available in about 200 supermarkets and grocery outlets across Hong Kong and Singapore!
If you have ever wanted the opportunity to take Impossible’s products home to prepare in your own kitchens (and come up with creative new recipes!), now’s the time. Impossible Beef ($89.90 SRP for a 340-gram retail pack) will roll out at nearly 100 ParknShop banner stores across Hong Kong, including ParknShop, Fusion, Taste, Food Le Parc, and Great Food Hall. For those who love shopping from the comfort of their homes, Impossible Beef will also be available for delivery through parknshop.com. This will no doubt be welcome news to the legion of burgeoning home cooks in Hong Kong who follow a plant-based diet and have been honing their cooking skills during the COVID-19 pandemic.
In the United States alone, Impossible Foods has expanded its retail footprint by more than 70 times in the past six months, answering the call as millions of Americans pick Impossible’s plant-based “meat” instead of ground beef from cows. According to Nick Halla, senior vice president at Impossible Foods, one of the core reasons why Asia has always been a prioritised market is due to the fact that 44 percent of meat in the world is consumed here, and to drive change, Impossible had to tackle the tastebuds in Asia early.
Similarly, Hong Kong’s status as a food capital cements its importance as a culinary trendsetter. In Hong Kong, there are currently about 700 restaurants serving Impossible Foods. Just last month, Impossible Foods chose Hong Kong as its first market outside of the US to launch its follow-up product, Impossible Sausage. Debuting to rave reviews at the Consumer Electronics Show in January in the United States, Hongkongers can now taste Impossible Sausage at 185 Starbucks branches across Hong Kong.