Impossible Foods has launched “Bloody Delicious,” a blind-tasting test to see if local foodies can tell the burger is made with plant-based Impossible alt-beef.
According to the brand, the challenge comes after it sees Australians are rapidly turning away from red meat, with “meat reducer” appearing as the country’s most popular diet last year and a quarter reducing consumption.
“I’ve spent years cooking with red meat and would consider myself an expert when it comes to a good burger,” said chef and TV personality, TikTok Food Creator of the Year nominee Iain ‘Huey’ Hewitson.
“I never would have thought that a plant-based burger would make its way onto my plate, but this Impossible Burger was bloody delicious!”
Impossible Foods also said that 27 per cent of Aussies are sceptical of the taste of plant-based meat, with 19 per cent convinced that it “wouldn’t taste like animal meat”.
The brand is also going to team up with Mary’s at Circular Quay to give away more than 200 free Impossible Burgers on April 3.
