Its flagship product, ImpossibleTM Beef Made from Plants, goes on sale this week in nearly 200 grocery stores across Singapore and Hong Kong. Singaporean consumers can get Impossible Beef at nearly 100 FairPrice stores, and for home delivery from online grocer RedMart, while Hong Kongers can purchase from nearly 100 PARKnSHOP outlets. Impossible Foods is also launching its first cookbook, Impossible™: The Cookbook, available in Singapore through Amazon.sg, Kinokuniya, and additional retailers later this month
WHAT: Starting today, Impossible Foods’ award-winning, plant-based meat is available in nearly 200 grocery stores across Singapore and Hong Kong. The launch of Impossible Beef Made From Plants in grocery stores marks the first time that consumers outside of the United States will be able to buy Impossible’s flagship product, and their first opportunity to cook up delicious and sustainable Impossible Beef dishes from the comfort of home.
COVID-19 has dramatically shifted the shopping, cooking and home-dining habits of consumers. A recent brand study from Kantar shows that 84% of Singaporeans cook at home at least once a week or more often, and 50% are conscious about the environmental impact of their food consumption. 44% of Singaporeans also say they consume plant-based meat at least once a week or more, demonstrating that the launch of Impossible Beef comes at a time when home cooking and conscious eating is here to stay. Available in packages of 340g, sold for $16.90 RRP, Impossible Beef is nutritious and versatile in all ground beef recipes. Consumers can get creative with stews, minces, meatballs, dumplings, and sauces, and it’s also easy to cook up on a BBQ grill, oven, steamer or sauté pan.
To help consumers on their culinary journey at home, Impossible Foods is also launching its first cookbook later this month. Impossible: The Cookbook (Chronicle Books, $29.99 USD) features 40 delicious and sustainable plant-based recipes created by some of the pioneering chefs and personalities who introduced Impossible Beef to the world. Suitable for cooks of all levels, recipes featured include Vietnamese Imperial Rolls, Szechuan Mapo Tofu, and Pan-Fried Chive Dumplings, as well as an entire chapter dedicated to burger favorites and a complete section on beverage pairings.
Patty Melts with Caramelized Onion and Szechuan Mapo Tofu recipes from Singapore’s very own Andrei Soen of American sandwich shop Park Bench Deli, and Ricky Leung of modern Chinese restaurant Empress are also included. Highlighting the convenience and versatility of Impossible Beef, the cookbook shows how simply switching to plant-based meat can help to transform the global food system.
“We are very excited that Singaporean consumers can now purchase Impossible Beef for the very first time from some of the island’s most loved grocery stores,” said Jordan Sadowsky, Director of Global Expansion at Impossible Foods. “After seeing how much Impossible Beef has been enjoyed around the country in our restaurant partners’ dishes, we can’t wait for home cooks to experience the magic of the product in their very own at-home culinary creations.”
“We’re excited to partner with Impossible Foods and be the online grocer of choice for their retail launch in Singapore. ‘Impossible’ has consistently been one of the most searched terms on RedMart, so our customers are clearly looking for plant-based meat products. I’m pleased to say that they will no longer be disappointed! We look forward to a fruitful partnership and helping Impossible Foods reach more households in Singapore,” said Richard Ruddy, Chief Retail Officer and Head of Grocery, Lazada Singapore.
WHO: The Asia retail launch in grocery partners follows a steady increase in demand for plant based meat amongst consumers in Singapore since the nationwide launch of Impossible Foods in March 2019. The Silicon Valley-based company’s flagship product, Impossible Beef, is now available across a variety of cuisines in nearly 550 restaurants across the island, up 120% since January 2020, with sales increasing by more than sixfold in Asia last year.
While enjoying home-cooked dishes made with Impossible Beef, consumers can appreciate the low carbon footprint of a plant-based diet. A 113g serving size of Impossible Foods’ meat, made from plants, uses 96% less land, 87% less water and 89% less greenhouse gasses compared to ground beef from a cow. This means a saving of 7 square meters of land, 3 kg of CO2, and 84 litres of water for each serving consumed. Impossible Beef rivals ground beef from cows for taste, nutrition and versatility and contains no animal hormones or antibiotics. Fans can also learn exactly how much land, water and emissions they’ve saved by using Impossible Beef instead of ground beef from cows at Impossible Foods’ Impact Calculator.
WHERE: Impossible Beef will be available at nearly 100 NTUC FairPrice stores*, including FairPrice supermarkets, FairPrice Finest and FairPrice Xtra hypermarkets, and for home delivery from RedMart from Tuesday, 20 October 2020. Impossible™: The Cookbook (Chronicle Books) is now available for sale in Asia, through online sellers such as Kinokuniya, Amazon.sg, Amazon.com, and Book Depository.
*See here for the full Fairprice store list: 111 Somerset, Amara, AMK Hypermarket, AMK Hypermart, Ang Mo Kio Ave 6 Blk 712, Bedok Mall Finest, Bedok North A, Bishan, Boon Lay, Bukit Merah, Bukit Panjang Plaza, Bukit Timah Plaza, Changi Airport T3, Changi City Point Finest, ChinaTown Point, City Square Mall, Clementi A, Clementi Mall Finest, Coronation Plaza, Dawson, Downtown East, Eastpoint, Finest Scotts Square, Finest Valley Point, Funan, Geylang East, Hillion Mall, Hougang A, Hougang Lifestyle, Hougang Point, Hyper Changi Business Park, Hyper Jem, Hyper Nex Mall, Hyper Sports Hub, Hyper Vivo City, Jewel Changi Airport, Joo Chiat Complex, Junction 8, Jurong East, Jurong Point, Jurong Point Hypermarket, Kallang Bahru, Kampung Admiralty, Kang Kar Mall, Katong Village, Khatib, Lor Limau, Lot 1 Shoppers’ Mall, Marine Parade, My Village, Northpoint City, Orchard Grand Court, Our Tampines Hub, Pasir Ris
West Plaza, Paya Lebar Quarter, Punggol Dr Oasis Ter, Punggol Plaza, Rivermale Mall, Seletar Mall, Siglap New Market, Singapore Post, Square 2, Sun Plaza, Taman Jurong, Tampines Mall, Tanjong Pagar, Thomson Plaza, Tiong Bahru Plaza, Toa Payoh A, Toa Payoh HDB Hub, Warehouse Club, Waterway Point, Whitesands, Wisteria Mall, Woodgrove, Woodlands Civic CTR, Yew Tee MRT Finest, Yew Tee Point, Yishun MRT, ZhongShan Park.