Impossible Burger on The Counter menus in California

Sept. 20, 2017

The Counter is now serving the Impossible Burger, a plant-based burger made by Impossible Foods, at several of its outlets in California. The burger, which "tastes, cooks, smells and sizzles like ground beef from cows, is produced without hormones, antibiotics, cholesterol or artificial flavors" and will be available in all U.S. locations by the end of this year, according to a company press release.

"We're always searching for new ingredients and options that will give customers the ability to create indulgent, creative burgers that can't be replicated anywhere else," Jeff Weinstein, founder and co-CEO, said in the release. "Our mission is to challenge the way people think about burgers, making the Impossible Burger the perfect addition to our menu.”

A salad, too?

The Counter is also featuring the Impossible Burger in a salad. The Impossible Salad, which costs $16, also includes mixed greens, lettuce blend, quinoa, alfalfa sprouts, toasted almonds, grilled red onions, roasted grape tomatoes and sesame ginger vinaigrette.

"The Counter ditches convention and encourages customers to build a burger uniquely suited to their taste — from the protein to the patty," said Patrick O. Brown, a Stanford biochemistry professor emeritus, who founded Impossible Foods in hopes of reducing the negative environmental impact of the global food system. "Our missions are well aligned, and we're excited that The Counter will introduce plant-based cuisine to millions of die-hard burger enthusiasts."

The Impossible Burger, which is also available at Bareburger and a few other fast casual brands, is made from simple ingredients and uses about 75 percent less water, generates about 87 percent fewer greenhouse gases and requires around 95 percent less land than conventional ground beef from cows, Brown said.

The Counter is encouraging customers to show off their best concoctions on social media with the hashtag #CreateYourImpossible, according to the release.


Topics: Health & Nutrition


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