SYDNEY, AUSTRALIA — California-based Impossible Foods has arrived in Australia and New Zealand, marking the company’s third and fourth international market launches in 14 months. Impossible Foods’ flagship product, Impossible Beef Made From Plants (known as Impossible Burger in other markets), is now available on the menus of top chefs in Auckland, New Zealand, the greater Sydney area, and nationwide across Australia at Grill’d — Australia’s leading national burger brand.
Earlier this year, Australia and New Zealand's regulatory body, Food Standards Australia New Zealand (FSANZ), approved Impossible Foods’ key ingredient, heme (soy leghemoglobin), for use in plant-based meat products, paving the way for Impossible Foods’ commercial launch in both markets. To date, the ingredient has been approved for sale in every market that has completed its regulatory review.
“Our launches in Australia and New Zealand are another huge step towards bringing delicious, sustainable options to every market in the world,” said Dennis Woodside, president of Impossible Foods. “Both countries are home to some of the most devoted meat-eaters on earth, and we know consumers there are going to love Impossible Beef.”
Australia and New Zealand are two of the highest meat-consuming countries in the world per capita, alongside the U.S. and Argentina. Both countries are known for their meat-centric culinary scenes and cultural pastimes centered around meat-based dishes — like barbecues, roasts and festivals.
In addition to Australia and New Zealand, Impossible Foods’ products are available in the U.S., Canada, Singapore, and Hong Kong, and were recently launched in the United Arab Emirates(opens in a new tab), the company’s first market in the Middle East. Impossible Foods’ mission is to be sold in every major market globally where conventional meat from animals is sold.