Starting today (20 Oct), Impossible Foods’ award-winning plant-based meat is available in nearly 200 grocery stores across Singapore and Hong Kong.
The launch of Impossible Beef Made From Plants in grocery stores marks the first time that consumers outside of the United States will be able to buy Impossible’s flagship product, and their first opportunity to cook up delicious and sustainable Impossible Beef dishes from the comfort of home.
COVID-19 has dramatically shifted the shopping, cooking and home-dining habits of consumers. A recent brand study from Kantar shows that 84 per cent of Singaporeans cook at home at least once a week or more often, and 50 per cent are conscious about the environmental impact of their food consumption.
Additionally, 44 per cent of Singaporeans also say they consume plant-based meat at least once a week or more, demonstrating that the launch of Impossible Beef comes at a time when home cooking and conscious eating is here to stay.
Available in packages of 340g, sold for S$16.90 RRP, Impossible Beef is nutritious and versatile in all ground beef recipes. Consumers can get creative with stews, minces, meatballs, dumplings, and sauces, and it’s also easy to cook up on a BBQ grill, oven, steamer, or sauté pan.
To help consumers on their culinary journey at home, Impossible Foods is also launching its first cookbook later this month.
Impossible™: The Cookbook (Chronicle Books, $29.99 USD) features 40 delicious and sustainable plant-based recipes created by some of the pioneering chefs and personalities who introduced Impossible Beef to the world.
Suitable for cooks of all levels, recipes featured include Vietnamese Imperial Rolls, Szechuan Mapo Tofu, and Pan-Fried Chive Dumplings, as well as an entire chapter dedicated to burger favorites and a complete section on beverage pairings.
Patty Melts with Caramelized Onion and Szechuan Mapo Tofu recipes from Singapore’s very own Andrei Soen of American sandwich shop Park Bench Deli, and Ricky Leung of modern Chinese restaurant Empress are also included. Highlighting the convenience and versatility of Impossible Beef, the cookbook shows how simply switching to plant-based meat can help to transform the global food system.
“We are very excited that Singaporean consumers can now purchase Impossible Beef for the very first time from some of the island’s most loved grocery stores,” said Jordan Sadowsky, Director of Global Expansion at Impossible Foods.
“After seeing how much Impossible Beef has been enjoyed around the country in our restaurant partners’ dishes, we can’t wait for home cooks to experience the magic of the product in their very own at-home culinary creations,” he added.
“We’re excited to partner with Impossible Foods and be the online grocer of choice for their retail launch in Singapore. ‘Impossible‘ has consistently been one of the most searched terms on RedMart, so our customers are clearly looking for plant-based meat products. I’m pleased to say that they will no longer be disappointed! We look forward to a fruitful partnership and helping Impossible Foods reach more households in Singapore,” said Richard Ruddy, Chief Retail Officer and Head of Grocery at Lazada Singapore.
As of today, Impossible Beef will be available at nearly 100 NTUC FairPrice stores, including FairPrice supermarkets, FairPrice Finest and FairPrice Xtra hypermarkets, and for home delivery from RedMart.
Impossible™: The Cookbook (Chronicle Books) is now available for sale in Asia, through online sellers such as Kinokuniya, Amazon.sg, Amazon.com, and Book Depository.