Impossible Foods taking on mega-huge chicken nugget market with its GMO, plant-based alternative

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Credit: Impossible Foods
Credit: Impossible Foods

Impossible Foods Inc. plans to debut a plant-based chicken nugget this fall, the latest imitation meat maker to jump into an already crowded market. 

The offering will be unveiled to potential customers at a trade show [soon], the company said, and uses textured soy protein and sunflower oil to replicate the bite and fatty mouthfeel of nuggets. Notably, it doesn’t include heme, the ingredient that gave its burgers and sausages that fake meatiness, but also kept them from being sold in Europe and China because it’s genetically modified.

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The new Impossible and Beyond offerings face stiff competition from alt-chicken products made by established manufacturers, such as  Maple Leaf Foods Inc.’s Lightlife and Conagra Brands Inc.’s Gardein, as well as newer entrants Daring Foods Inc. and Livekindly Collective. But there could still be plenty of room with Americans spending $110 billion on chicken last year, by far the most of any meat.

In a similar distribution strategy to its faux burger, the nugget will launch with restaurants first, but is slated to go to retailers shortly thereafter. 

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