TIME Names Impossible Burger 2.0 One of the Best 100 Inventions of 2019

Iconic publication TIME unveiled its list of the 100 best inventions in 2019, with the “2.0” version of the plant-based Impossible Burger holding one of the six positions it awarded in the Food & Drink category. “The classic veggie burger got an upgrade with the Impossible Burger 2.0, an alternative to ground beef that even chars and bleeds, despite being made entirely from plant-based proteins,” TIME writer Jasmine Aguilera describes the Impossible Burger 2.0. “Its makers have capitalized on public desire for a more sustainable burger this year, making headlines for partnering with Burger King and launching their plant-based meat at grocery chains on the East and West Coasts.” In 2016, Impossible Foods launched its first formulation of the Impossible Burger at select upscale restaurants. After gathering intel from 1,500 consumers, the brand launched a “tastier, juicer, and beefier” version of the plant-based burger at the prestigious technology trade show Consumer Electronics Show (CES) in Las Vegas in January—where the Impossible Burger 2.0 was named Top Tech Winner and Best of the Best, by technology trend authorities Digital Trends and Engadget, respectively. The goal of Impossible Foods, as frequently expressed by its CEO Pat O. Brown, is to develop plant-based alternatives to replace all animal-derived foods by 2035.