Impossible Foods founder and CEO Patrick Brown told CNBC on Tuesday that the meat industry is in the midst of a reckoning.
As more consumers search for healthier food options, Brown is convinced that the animal market will be obsolete for the next two decades.
“From a nutritional point of view, our products match the quality of the protein and the content of the animal products they replace” and “ours is a clear winner from the point of view of health and nutrition,” he said in an interview from “Mad Money”.
“That is why I believe that people are increasingly aware that plant-based products will completely replace animal-based products in the food world in the next 15 years. That is our mission. That transformation is inevitable, “said host Jim Cramer.
Impossible Foods announced that day that it signed a partnership with Starbucks to bring the Impossible Breakfast Sandwich to most locations of the international coffee chain in the US. USA As the fad for plant-based diets continues to grow. The deal is a key victory for the privately owned alternative meat company and Brown.
“Starbucks was one of our selling points, if not the main one, only because of the power of its brand and its ubiquity,” he said. “It is a great opportunity for exposure and judgment.”
The plant-based sausage topped with a cage-free fried egg and aged cheddar cheese on artisanal ciabatta bread, the Impossible Breakfast Sandwich 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 a third of the US population ages 18-29 visits a Starbucks restaurant at least once a month and that the deal will help the company access the young adult demographic.
Starbucks had more than 15,200 national stores at the end of March, according to Factset.
“It is huge for us. It is by far in terms of the number of outlets the biggest launch we have ever had and of course the opportunity to partner with an iconic global brand like Starbucks is probably equally important in the I increase consumer awareness and interest and judgment, “he said.
Impossible Foods is number 49 on CNBC’s Disruptor 50 2020 list. The food producer produces meat, dairy and fishery products with proprietary plant-based ingredients, which it markets primarily in the food service industry. Beyond meat, Impossible’s most recognizable competitor has focused on the consumer and grocery sector.
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Impossible Foods products can also be found at Burger King, Qdoba, White Castle, Red Robin, and other restaurants. The company announced last month that Kroger introduced Impossible Burger, its top product, at more than 1,700 locations as demand for meat substitutes increases.