Impossible Foods has launched into UK retail for the first time.
The US plant-based protein brand, which has been available in select UK restaurants since 2022, said the move into retail was a “significant milestone” for its international expansion.
It rolled out four new products into Tesco supermarkets this week, including: Impossible Burger Patties, Impossible Smoky Chipotle ‘Chicken’ Pieces, Impossible Spicy ‘Chicken’ Fries, and Impossible ‘Beef’ Kofta.
“We’re coming into this retail market with some fresh new energy,” said James Hemmings, VP commercial, EMEA at Impossible Foods. “There’s already a strong base of plant-based shoppers in the UK, but there are even more consumers out there who are curious to try products that deliver on taste, convenience and versatility.
“Teaming up with Tesco gives us a great opportunity to meet these consumers where they shop with meaty, flavour-packed options that bring something different and exciting to the table.”
Made using soya, sunflower and coconut oil, the NPD, however, does not include the brand’s signature heme protein, made from genetically engineered yeast – which gives products a meaty flavour and colour, and the appearance of bleeding, as seen with beef steaks and burgers.
The business is continuing the regulatory approval process for this ingredient in the UK and European markets.
The Burger Patties (rsp: £4.25) have been developed specifically for the UK and European markets and have a “mouthwateringly meaty taste” alongside 18g of protein and 4g of fibre per portion.
The Smoky Chipotle ‘Chicken’ Pieces (rsp: £3.75) are the brand’s first “whole muscle” plant-based protein, which have a “juicy, smoky flavour with a tender, fine grain texture similar to animal chicken breast”. The pieces have 21g of protein per 100g and 3.9g of fibre.
Meanwhile the Spicy ‘Chicken’ Fries (rsp: £3.50) offer “craveable convenience” with “bold heat and golden-brown crunch”, and 13g of protein and 4g of fibre per 100g.
The Beef ‘Kofta’ (rsp: £4), which brings “the delicious flavour of the Mediterranean to UK home kitchens”, is also high in protein and fibre with 17g and 5g per 100g respectively.
The four products are among the first to be produced at its new co-manufacturing facility in Europe.
The announcement follows the company’s debut in EU retail earlier this year with Jumbo in the Netherlands.
“Launching in UK retail is a meaningful step forward for our company. We’re confident we’re putting our best foot forward with a range of products designed around the flavours and formats people already love,” said Meredith Madden, chief demand officer, Impossible Foods.
“Having a great partner is key, and we’re grateful to be working with Tesco to finally bring Impossible Foods to grocery aisles across the UK.”
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