Impossible Aims to Launch 'The Impossible Milk
Ellen Smith — October 23, 2020 — Lifestyle
References: impossiblefoods & adweek
After championing the faux meat burger industry, Impossible Foods has a new goal of creating a milk alternative that tastes like the real thing -- the project will be named 'The Impossible milk.' What sets Impossible's burgers apart are their likeness to real meat. While most veggie burgers can boast a delicious flavor profile, few capture the same sensibilities that a meat burger can.
Impossible aims to apply that logic to the milk alternative industry, creating a dairy-free drink that tastes just like the real thing. According to the company’s founder Pat Brown, “Our intent is not just another plant-based milk to add to the shelf... It’s critical to our mission to make something that for dairy lovers is better than anything that comes from a cow.”
Image Credit: Impossible Foods
Impossible aims to apply that logic to the milk alternative industry, creating a dairy-free drink that tastes just like the real thing. According to the company’s founder Pat Brown, “Our intent is not just another plant-based milk to add to the shelf... It’s critical to our mission to make something that for dairy lovers is better than anything that comes from a cow.”
Image Credit: Impossible Foods
Trend Themes
1. Dairy-free Milk Alternatives - There is a growing trend among consumers for dairy-free milk alternatives that taste as close to real milk as possible.
2. Plant-based Food Innovations - The success of Impossible Foods’ faux meat burgers has paved the way for plant-based food innovations and market disruption.
3. Food Technology Advancements - Advancements in food technology are allowing for the creation of dairy-free milk alternatives that more closely mimic the taste and texture of real milk.
Industry Implications
1. Dairy Industry - The dairy industry will face competition from dairy-free milk alternatives that provide dairy-like taste and nutrition for health and environmental reasons.
2. Plant-based Food Industry - The success of Impossible Foods’ faux meat burgers has paved the way for plant-based food innovations and market disruption, including in the milk alternative industry.
3. Food Technology Industry - Food technology companies are increasingly investing in innovative ways to create dairy-free milk alternatives that taste and feel like real milk, creating new markets and opportunities for disruption.
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