Impossible Foods gets FDA approval to sell fake meat in grocery stores

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Impossible Foods gets FDA approval to sell fake meat in grocery stores - Engadget

Now you can grill up the meat alternative at home.

Fake meat is coming to a barbecue near you. Impossible Foods has been granted approval by the FDA to sell its plant-based meat in US grocery stores this fall, reported Bloomberg. After expressing some initial doubts, the agency formally ruled that soy leghemoglobin -- the additive in Impossible Burgers that gives it a meat-like flavor and makes it "bleed" -- is safe for consumers to eat. If no objections are raised, the FDA rule change becomes effective on September 4th.

Currently, consumers can only purchase Impossible Foods' fake meat at the many restaurants it has partnerships with -- including Burger King, Qdoba and Claim Jumper. Bringing Impossible Burgers to supermarket aisles will be sure to increase its mainstream relevance and expose it to a wide market. It also ensures that Impossible Foods keeps up with its competitor Beyond Meat, which already sells its products in grocery stores.
 
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