The startup behind the bleeding veggie burger is called Impossible Foods. Their “Impossible burger,” a plant-based patty, imitates the bleeding of a beef burger. Now why would anyone want a veggie burger to bleed? Some of us like them burgers medium-rare, nothing savage about that.

Impossible burgers are not only aimed at vegetarians; they are specifically designed for meat eaters who are not ready to give up the experience of eating a damn good burger. Of course, vegetarians craving some animal-free blood are not excluded from the bleeding burger experience.

The key ingredient in the bleeding veggie patty is called heme, a molecular component of hemoglobin, which turns our blood red, hence the patty gets tinted red. Ever since heme was introduced in the market in 2015, journalists, environmentalists, and scientists have been on the fence, debating whether it’s safe for consumption.