Impossible Burger makes its anticipated West Coast debut at three California restaurants today. The “bleeding” vegan burger (made with coconut oil and potato starch, and appearing “bloody” because of heme) will be available on menus at two San Francisco restaurants—La Jardinière and Cockscomb—along with chef Tal Ronnen’s Los Angeles vegan eatery Crossroads Kitchen. Chef Traci Des Jardins of La Jardinière—who serves on the advisory board of Impossible Foods—will prepare her version with caramelized onions, avocado, and special sauce while chef Cockscomb Chris Cosentino’s will feature caramelized onions, lettuce, dijon, and (non-vegan) gruyere cheese. Impossible Foods is intentionally limiting the roll-out of its debut product to high-end restaurants nationwide. In the future, the Bill Gates-backed company plans to make its burger available on grocery store shelves alongside Beyond Meat’s Beyond Burger, currently available in the meat department of select Whole Foods Markets. Until today, Impossible Burger was exclusively available at New York restaurant Momofuku Nishi owned by acclaimed chef David Chang who added it to the menu after he sampled the burger in July and exclaimed, “I tasted the future, and it was vegan.”
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