Impossible Foods' signature plant blood ingredient “heme,” or soy leghemoglobin, has received FDA approval.
The neck-and-neck competition between Impossible Foods and Beyond Burger for domination of the fake burger market just got a little bit tighter.
Earlier this week, Beyond Meat announced stunningly high earnings for the second quarter of 2019. Impossible Foods has not yet gone public, but its popularity seems undeniable: The company has faced a burger shortage over the past few months after Burger King announced it would begin serving an Impossible Whopper in April. It’s gotten a major boost from celebrity investors including David Chang, Jay-Z, and Serena Williams. Sales have risen by 81 percent on delivery platform GrubHub.
Then, on Wednesday, the Food and Drug Administration approved soy leghemoglobin as a color additive. Soy leghemoglobin, which releases heme when heated, is the “plant blood” that lends Impossible Burgers their lifelike bloody quality; the ingredient’s FDA approval was seen as the last major hurdle before the product can join Beyond Burger on supermarket shelves.