The Impossible Burger is coming to more college campuses with a new launch
earlier this year, Impossible Foods announced last week a partnership with OSI Group, a food manufacturer, to scale its production capacity.
Additionally, the U.S. Food and Drug Administration approved last week the use of soy leghemoglobin protein in products appearing on grocery store shelves, effectively kick-starting the plant-based company's plans to sell the Impossible Burger directly to consumers at grocers across the country later this year. The cooked protein, also known as heme, gives the Impossible Burger its signature bleed.
“College students are very passionate about plant-based alternatives,” Morasco said, while noting that one-third of the Sodexo sites that will offer Impossible Burgers are university dining programs.in the plant-based alternatives market, Morasco says that Sodexo also hopes to cash in on the brand’s consumer recognition.
“This is our most visible plant-based offering,” he said about the Impossible Burger. “We’ve done a significant amount of work with other vendors offering plant-based alternatives, but Impossible is such a known brand identity – putting that name on our product gives our clients an instant awareness of what we’re doing.”
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