When Patrick O. Brown founded Impossible Burger seven years ago, his mission was simple: use technology to create a food product that tasted like meat but didn’t come from animals. A year after launching the first version of the Impossible Burger, the former Stanford professor and biomedical researcher brought “version 2.0” to CES. Brown said that this time, it wasn’t just about sustainability, “which is easy.”
“We have to make them more delicious to meat eaters,” he told Adweek at the launch event Monday evening.
White Castle includes Impossible Burger on its menu, and Brown hopes to have them in stores in a few months.