Impossible Foods debuts Middle East with vegan beef in UAE

California-based food company Impossible Foods is making its Middle Eastern debut today with the launch of its plant-based Impossible Burger at a variety of restaurants in Dubai, United Arab Emirates (UAE). The brand is distributed locally by Bidfood Middle East, which today makes Impossible’s vegan beef available to all local restaurateurs.

“Impossible products are designed for all cuisines and cultures, and we couldn’t be more excited to launch them in our first market in the Middle East,” said Impossible Foods President Dennis Woodside. , in a press release. “The UAE’s status as a global travel and food hub will allow a whole new region of consumers to experience Impossible Burger for the first time. “

Impossible Burger is entering the region at a time when 25 million visitors from nearly 200 countries are expected to come to Dubai for this year’s World Expo from October 1, 2021 to March 31, 2022.

Impossible Foods vegan beef in the United Arab Emirates

Impossible Foods’ entry into the Middle East puts its vegan kosher and halal beef on the menu at several restaurants in Dubai, where chefs incorporate it into dishes that span a variety of cuisines.

At Chef Akira Back’s eponymous restaurant which features Japanese and Korean influences, the chef serves Tacos Impossible Signature AB and Impossible Chorizo ​​Gyoza, while British restaurant The Croft (located inside the Dubai Marriott Harbor Hotel & Suites ) serves a roast made with Impossible’s vegan beef. MAINE Oyster Bar & Grill is a New England brasserie founded by Montreal foodie Joey Ghazal and serves Impossible Short Ribs, Impossible Burger and Impossible Tartare. From the Impossible Chili Con Carne Loaded Nachos at Maiz Tacos to the Impossible German Bratwurst at artisan butcher Sausage Fabrique, chefs get very creative with plant-based meat.

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In the hugely popular Pickl fast food store, Impossible Burger replaces the beef in the new Impossible Cheeseburger, Impossible Double Cheeseburger, and Impossible Fries, and is a welcome extension of the restaurant’s existing herbal options. “People today want to reduce their meat consumption for a number of reasons, be it environmental, health or ethical,” Pickl CEO and Founder Stephen Flawith said in a statement. “We are delighted to complement our Plant Based Pickl menu with the introduction of Impossible Burger. This product alongside Pickl’s homemade sauces and pickles is something everyone must experience. He really is a game changer.

Impossible Foods Has Meats (Plant Based)

As Impossible Foods continues to expand globally, the local brand also continues to introduce new products to meet the growing U.S. demand for plant-based meat. In August, Impossible Foods launched its second in-store vegan meat product: Impossible Sausage. Now available at 13,000 retailers nationwide, Impossible Sausage is available in both spicy and savory flavors. While a foodservice version of the Impossible Pork was previously only available at restaurants such as Starbucks, Burger King, and Jamba, the brand tweaked the plant-based sausage recipe to meet the needs of home cooks. .

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Shortly after making its second foray into meat alternatives, Impossible Foods entered the vegan chicken category with the launch of Impossible Chicken Nuggets Made from Plants. Made with soybean and sunflower oil, the plant-based chicken nuggets debuted at 150 restaurants earlier this month and will hit 10,000 grocery stores by the end of the year.

All of these launches, national and international, are part of Impossible Foods’ global mission to replace all foods of animal origin with viable plant-based alternatives by 2035.

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