What Impossible Foods has done for veggie burgers — created something that looks, tastes and bleeds like meat — the food technology company is now doing for milk. Impossible Foods has unveiled that it is developing a plant-based milk that mimics the taste, texture and functionality of dairy milk.
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When plant-based milks already fill multiple shelves in health food stores across America, why do we need more? “The plant-based alternatives that are out there are inadequate,” said Impossible Foods CEO Patrick O. Brown, as reported by CNBC. “The reality is that if they weren’t, there wouldn’t be a dairy market.” Consumers want milk that doesn’t separate when stirred into hot coffee. The new Impossible Foods plant-based milk won’t separate, as demonstrated by the company’s food scientists in a press conference.
That dairy market is shrinking, while plant-based products are on the rise. Last year, non-dairy milks brought in $1.8 billion. But Brown won’t rest until there’s no meat or milk market left at all. His goal is to substitute plant-based alternatives for all animal-derived foods by 2035. Brown has called animal agriculture “the world’s most destructive technology” and is on a mission to save the world from global warming by providing faux products to please mainstream tastes. Because as we all know by now, people aren’t going to change their habits just because they’re destroying the planet.
A launch date has not yet been announced for the product, which is still in the development stage.
Since its founding in 2011, Impossible Foods has raised $1.5 billion in investment capital. Its next R&D goals include creating life-like fish, steak and bacon. Brown is not skimping on a smart workforce. In a press conference last week, he invited engineers and scientists to join the company’s Impossible Investigator Project. “Whatever else you may be doing, it’s a drop in the bucket compared to the impact you can have here with our project,” he said. “Leave your stupid job and come join us.”