Today, California-based company Impossible Foods unveiled the “Impossible Burger 2.0” at the International Consumer Electronics Show (CES) in Las Vegas—the first food product to be featured at the annual technology conference. Since its launch in 2016, Impossible Foods gathered intel from 1,500 consumers about its Impossible Burger and adjusted the formulation to be “tastier, juicier, and beefier than ever.” Starting tomorrow, White Castle—which added the vegan-friendly Impossible Slider to all of its 377 locations nationwide last year—will become the first fast-food chain to offer the new version of the patty. On February 4, the reformulated patty will be available to all of the company’s restaurant partners—which collectively serve the burger at more than 5,000 locations nationwide. Impossible Foods reformulated its flagship product in preparation for its retail launch this year, making the burger (which was initially designed to cook on restaurant flat-top grills) more user-friendly for the average home cook. In response to consumer feedback, Impossible Foods replaced wheat in the burger patty with soy protein to make it gluten-free and more versatile in recipes that call for ground beef such as lasagna, dumplings, and sloppy joes. “In addition to taste tests with consumers conducted by independent researchers, Impossible Foods’ own flavor scientists and sensory experts conduct at least 100 internal taste tests per week,” David Lipman, Impossible Foods’ Chief Science Officer, said. “We are relentless in our quest to consistently improve the Impossible Burger. The cow can’t compete.”

Photo courtesy of Rachel Soeharto