Food

Impossible Foods launches plant-based chicken nuggets

Rebekah Schouten

REDWOOD CITY, CALIF. — Impossible Foods, a producer of plant-based meat alternatives, is taking on poultry for the first time with its new Impossible Chicken Nuggets.

Impossible Chicken Nuggets boast a springy white meat texture and a savory chicken flavor, according to Impossible Foods. Made with soy protein and sunflower oil, the nuggets are coated in a crispy wheat flour breadcrumb coating and seasoned with onion, garlic, paprika and black pepper. Each four-piece serving contains 200 calories, 10 grams of fat, 10 grams of protein and 320 mg of sodium. The nuggets contain 40% less saturated fat and 25% less sodium than traditional chicken nuggets, the company said.

Impossible Foods conducted a blind taste test of Impossible Chicken Nuggets for restaurants in Irving, Texas, among 201 meat-eating consumers, many of whom also regularly eat plant-based products. Seven out of 10 consumers preferred the Impossible Chicken Nuggets to animal-based chicken nuggets from a leading brand, the company said. Additionally, the product scored higher in liking in flavor, texture and overall appearance.

“In the battle for the future of food, this is the first time David has categorically bested Goliath, but it won’t be the last.” — Pat Brown, Impossible Foods

“We are tremendously excited about our Impossible Nuggets,” said Pat Brown, founder and chief executive officer of Impossible Foods. “But this launch isn’t really about nuggets. It’s about the historic inflection point we’ve reached. For the first time, consumers unquestionably prefer meat made from plants instead of meat from an iconic animal. In the battle for the future of food, this is the first time David has categorically bested Goliath, but it won’t be the last.”

Impossible Chicken Nuggets are now available through major foodservice distributors and on menus across the country, including Fuku in New York; Red Rooster in Harlem, NY, and Miami; Joyland in Nashville; Crossroads Kitchen in Los Angeles; and El Alto Jr. in Los Altos, Calif. Fatburger, Gott’s Roadside and select Dog Haus locations will bring the product to their menus beginning this week.

Later this month, Impossible Chicken Nuggets will roll out to retailers including Walmart, Kroger, Albertsons, Safeway, ShopRite, Giant Stores and Gelsons. The product will be available in the frozen aisle for $7.99 per 13.5-oz bag. Impossible Foods plans to expand availability to more than 10,000 grocery stores later this year.

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