'That transformation is inevitable,' Impossible Foods founder and CEO Patrick Brown said after Starbucks launched the Impossible Breakfast Sandwich.
"Starbucks was one of our — if not the top — targeted outlet, just because of the power of their brand and their ubiquity," he said. "It's just a great opportunity for exposure and trial."
The Impossible Breakfast Sandwich — a plant-based sausage topped with a cage-free fried egg and aged cheddar cheese on artisanal ciabatta bread — is an attempt by Starbucks to offer more sustainable food options and Impossible Foods to reach a younger audience. Brown said he found that about one-third of the U.S. population ages 18-29 visit a Starbucks restaurant at least once a month and the deal will help the company tap into the young adult demographic."It's huge for us.
Impossible Foods ranks No. 49 on CNBC's 2020 Disruptor 50 list. The food producer makes meat, dairy and fish products with patented plant-based ingredients, which it has marketed primarily in the food-service industry. Beyond Meat, Impossible's most recognizable competitor, has placed its focus on the consumer and grocery sector.
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China Suspends Tyson Foods Poultry Imports From Arkansas Facility Following OutbreakI am a breaking news reporter for Forbes in London, covering Europe and the U.S. Previously I was a news reporter for HuffPost UK, the Press Association and a night reporter at the Guardian. I studied Social Anthropology at the London School of Economics, where I was a writer and editor for one of the university’s global affairs magazines, the London Globalist. That led me to Goldsmiths, University of London, where I completed my M.A. in Journalism. Got a story? Get in touch at isabel.togohforbes.com, or follow me on Twitter bissieness. I look forward to hearing from you.
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