Can a no-meat burger be juicy?

Have you heard of Impossible Foods? A company founded by an American scientist named Professor Patrick Brown that’s raised over $ 370 million to date from leading funds including Google Ventures.

* * *

Brown's idea is simple and ingenious. Every food is made of certain molecules which can be isolated and produced differently. Brown began to decompose the separate elements of different meats into molecules and then replicated them using plant-based materials.

* * *

The result? In 2016, the company unveiled the Impossible Burger, a vegetarian patty that needs less than 95% of the land and 74% less water than it’s meat counterpart. The new burger contains more protein, much less fat and zero cholesterol.

* * *

And they didn’t stop there, two months ago startup company launched the Impossible Burger 2.0, which is tastier, juicier and more nutritious – featuring 30% less sodium and 40% less saturated fat than the previous version. And it’s much closer to real meat than ever before.

* * *

And yes, he is kosher and that means the cheeseburger version is kosher too.

* * *

“It was really wonderful and met the craving I had since turning veggie. The feeling I wanted was the joy that comes with a warm, fatty and salty burger wrapped in an amazing brioche bun, pickles, sauces, salad and cheese. This definitely had that naughty, fatty taste and texture I was looking for." says Juliet Sears, a BBC GoodFood journalist. Impossible Burger is available in over 3,000 restaurants and food chains across the US and Hong Kong.

* * *

This Startup is about to change how we eat, and the fate of billions of animals on earth. How will this affect McDonalds? And the fast food industry as a whole? What will it do to the huge meat markets? Trillion-dollar industries need to change. Adopt the new, and give up the old. And they will have to do it sooner rather than later. There is only one way to make those changes quickly - adopt the startup method. 

Jolt. Teaching startup business.