is not a report pertaining to the automobile world, yet it deserves a mention
in the columns of Motown India channel. Impossible Foods launched its first
major product upgrade CES 2019-- and Impossible Burger 2.0 took home the show’s
highest honors. Impossible Foods’ next-generation, plant-based meat -- which
rivals ground beef for taste, nutrition and versatility -- won awards including
the “Most Unexpected Product,” “Most Impactful Product” and “Best of the Best.”
from the technology blog network Engadget selected the winners, based on world-changing
significance, product quality and market demand. In addition, Impossible Burger
2.0 received the “Best Food Tech Award” from Tom’s Guide and the “Top Tech of
CES Award” from Digital Trends, which called it a “triumph of food
engineering.” The Impossible Burger 2.0 was singled out as the “Best Tech of
CES” by Mashable; “The Coolest Stuff From CES” by Digg; and “The Most Exciting
New Product at CES” by BRG. The New York Post said Impossible Burger “stole the
show,” while Gizmodo called it “stupid delicious.”
The future of food -- right now
accolades are unprecedented for a startup in a new category. Impossible Burger
2.0 was the first food ever showcased at CES, which features breakthrough
technologies from connected homes to self-driving electric vehicles.
Foods’ scientists are already hard at work on additional improvements. CEO and
Founder Dr. Patrick O. Brown said the food tech startup plans to scale up
faster than its tech neighbors in California’s Silicon Valley.
cycle of innovation can be much faster than that of the electronics
industry," said Brown, a former pediatrician, co-founder of the Public
Library of Science and Professor Emeritus at Stanford University, adding that, "As
soon as we determine we've got something decisively better, something that will
accelerate our mission to eliminate the need for animal agriculture, we can
launch it. …."
in Redwood City, Calif., Impossible Foods uses modern science and technology to
create wholesome and nutritious food, restore natural ecosystems and feed a
growing population sustainably. The company makes meat directly from plants --
with a much smaller environmental footprint than meat from animals.
satisfy the global demand for meat at a fraction of the environmental impact,
Impossible Foods developed a far more sustainable, scalable and affordable way
to make meat, without the catastrophic environmental impact of livestock.
after its founding in 2011, Impossible Foods’ scientists discovered that one
molecule — “heme” — is uniquely responsible for the explosion of flavors that
result when meat is cooked. Impossible Foods’ scientists genetically engineer
and ferment yeast to produce a heme protein naturally found in plants, called
heme in Impossible Burger is identical to the essential heme humans have been
consuming for hundreds of thousands of years in meat — and while the Impossible
Burger delivers all the craveable depth of beef, it uses far fewer resources
because it’s made from plants, not animals.
in California’s Silicon Valley, Impossible Foods makes delicious, nutritious
meat and dairy products directly from plants — with a much smaller
environmental footprint than meat from animals. The privately held company was
founded in 2011 by Patrick O. Brown, M.D., Ph.D., Professor Emeritus of
Biochemistry at Stanford University and a former Howard Hughes Medical
Institute investigator. Investors include Khosla Ventures, Bill Gates, Google
Ventures, Horizons Ventures, UBS, Viking Global Investors, Temasek, Sailing
Capital, and Open Philanthropy Project.
Burger 2.0 debuted Jan. 7 at Border Grill, the award-winning restaurant from
Chefs Mary Sue Milliken and Susan Feniger. It’s now available at about 20 of
America’s most respected restaurants. Within several weeks, the next-generation
Impossible Burger will be available at more than 5,000 restaurants.
Feb. 4, the next-generation Impossible Burger will be available to all
restaurants in the United States through major food distributors. At that
point, restaurants will automatically get the new 2.0 recipe when they place
their next order; by mid-March nearly all Impossible Foods’ restaurant
customers will likely be serving the new recipe.
Burger is also available in more than 100 restaurants in Hong Kong and Macau.
The company plans to launch the new recipe in Singapore later this year, with
additional markets to come.
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