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Alternative Proteins International

Impossible! How Are These Chicken Nuggets?

Impossible Foods announced the launch of its newest product – Impossible Chicken Nuggets Made From Plants – marking a major milestone in consumers’ preference for plant-based products.

In a blind taste test of Impossible Chicken Nuggets for restaurants, seven out of 10 consumers preferred the Impossible Chicken Nuggets to animal-based chicken nuggets from a leading brand, and the product scored higher in liking in every category, including flavor, texture, and overall appearance. The test was conducted in Irving, Texas, among 201 meat-eating consumers, many of whom also regularly eat plant-based products.

“We are tremendously excited about our Impossible Nuggets. But this launch isn’t really about nuggets. It’s about the historic inflection point we’ve reached. For the first time, consumers unquestionably prefer meat made from plants instead of meat from an iconic animal,” said Pat Brown, founder and CEO of Impossible Foods. “In the battle for the future of food, this is the first time David has categorically bested Goliath, but it won’t be the last.”

Now available through major foodservice distributors, Impossible Chicken Nuggets will appear today on the menus of top chefs across the country, including at David Chang’s fried chicken concept Fuku in New York City; Marcus Samuelsson’s comfort food eatery Red Rooster in Harlem and Miami; Sean Brock’s fast-food tribute Joyland in Nashville; Tal Ronnen’s Los Angeles hotspot Crossroads Kitchen; and El Alto Jr., a new family-friendly pop-up from Traci Des Jardins at the new State Street Market in Los Altos, California.

Longtime Impossible Foods customers including Fatburger, Bay Area-based Gott’s Roadside and select Dog Haus locations nationwide will bring the product to their menus beginning this week. Leading retailers including Walmart, Kroger, Albertsons, Safeway, ShopRite, Giant Stores, Gelsons and others will debut Impossible Chicken Nuggets for home chefs in the frozen aisle later this month. Impossible Foods will expand availability to more than 10,000 grocery stores later this year.

Impossible Chicken Nuggets feature a golden, crispy breadcrumb coating, a juicy and springy white meat texture and a savory chicken flavor while containing 40% less saturated fat (2 grams vs. 3.5 grams per serving) and 25% less sodium (400 milligrams vs. 540 milligrams per serving) than animal chicken nuggets.

Based on a preliminary Life Cycle Assessment of the product, Impossible Chicken Nuggets use 48-49% less land, 43-44% less water and generate 36% less GHG emissions than the animal version.

Impossible Chicken Nuggets are hitting the menus of top chefs alongside fried chicken classics, comfort food favorites, and other nostalgic menu mainstays. At James Beard Award–winning chef Sean Brock’s East Nashville restaurant Joyland – which offers burgers, fried chicken, biscuits and other southern favorites – Impossible Chicken Nuggets are being served with pimento mac and cheese and a peach sweet and sour sauce.

“I opened Joyland in my hometown of Nashville with a singular focus on spreading joy,” said Chef Sean Brock. “My Impossible Chicken Nuggets Meal at Joyland delivers on that promise. Even the pickiest eaters on the planet can’t get enough. I dare anyone to try this meal and not smile.”

David Chang was the first chef to launch Impossible Foods’ flagship ImpossibleTM Burger on the menu of his famous Momofuku hotspot in 2016. Now joining the menu of Fuku – a spinoff chicken concept from the chef with locations at Hudson Yards and Rockefeller Center in New York City – Impossible Chicken Nuggets will be served with a choice of two house-made sauces and optional waffle fries.

“We were blown away by the Impossible Burger when it launched at Momofuku in 2016 and we feel the same way about Impossible Chicken Nuggets,” said Fuku CEO Alex Munoz-Suarez. “Our Impossible Nuggies pair perfectly with the playfulness of Fuku’s menu and will satisfy the cravings of fried chicken lovers looking for an alternative bite.”


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