To make Impossible™ products, we started with a simple question: “What makes meat taste like meat?” Then we took everything we know and love about meat, and made it even better – using plants. In our effort to understand what makes meat so delicious, we discovered that one molecule — heme — is primarily responsible for generating the unmistakable, craveable flavour and aroma of meat.

Today, we use heme as the “magic ingredient” that makes Impossible Beef unbelievably meaty.