



It doesn’t sound like much has changed.





According to stats provided by Impossible Foods, its plant-based burger is outselling its beefy counterparts in nearly 250 restaurants nationwide!

















The Impossible Burger is situated perfectly at the confluence of a number of consumer trends and environmental needs, making its success both predictable and urgent (which is not to say inevitable!).





For example, consumers – and especially Millennials – have been showing a keen interest in new flavors and unique eating experiences, a taste for re-boots of traditional foods, and loyalty to companies with a social mission.





Of course, these value-adds only come into play if the Big Three of taste, price, and convenience are met. The Impossible Burger has already nailed taste and is knocking down costs and increasing accessibility during this scale up period.





In addition to giving consumers what they want, Impossible Foods is also giving restaurants a way to meet their sustainability goals. According to a company press release, by serving the Impossible Burger, the average burger restaurant will spare the greenhouse gas equivalent of 350,000 miles driven, the land usage of 26 football fields, and enough water for 16,000 10–minute showers (on a yearly basis).





We have to give Impossible props for making a burger that's so rewarding both for consumers' taste buds and businesses' bottom lines.





To learn more about GFI's work to make healthy, humane, and sustainable foods the default choice, check out what we do.



Less than a year ago, I found myself standing in line for a food truck serving the Impossible Burger. At least, I was pretty sure it was a food truck—the line was snaked around the corner so far I could not honestly have told you what was waiting at the end.