Woolworths is pouncing on soaring demand for plant-based products, announcing it will stock faux-meat products from much-hyped Californian company Impossible Foods.
Backed by investors such as Bill Gates, Peter Jackson, Jay-Z, Katy Perry and Mindy Kaling, Impossible Foods creates plant-based products that reportedly taste near-similar to meat products.
From today more than 800 Woolworths stores around Australia will stock two products: 340 gram packages of Impossible Beef for $11.25 and two Impossible Burger Patties for $9.50.
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It's the first time Australians have been able to purchase Impossible Foods products off the shelves, after the company launched exclusively in restaurants four months ago.
Nick Halla, Senior Vice President of International at Impossible Foods, said the products are for customers who love the taste of meat but want a plant-based alternative.
"Our launch in Australia and New Zealand last November was a successful because of our excellent restaurant partners who brought Impossible's products to life," Mr Halla said.
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"This next phase of growth for us will be driven by the millions of meat-loving home cooks across the country who are looking for delicious, nutritious, and sustainable plant-based meat.
"We can't wait to see the amazing dishes that Aussies and Kiwis create with Impossible Beef."
Packaged near exactly like its real-meat competitors, Impossible Beef is also Kosher, Halal and gluten-free certified and has attained a four-out-of-five health star rating.
It contains a molecule called heme, which is also found naturally in meat-based products.
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When the heme in Impossible Beef is heated, it combines with the other ingredients and amino acids to create a similar texture and flavour that the company says our brains will recognise as meat.
Despite the high profile Impossible Foods is not the only plant-based meat alternative stocked by Woolworths.
The supermarket giant also carries products from v2mince, Plantein, Beyond Meat and Omnimeat products.
