Looking for more plant-based options to whip up at home? The folks behind the “Impossible” brand of plant-based meats taking over Singapore’s eateries right now have begun making their mark on local grocery shelves.
Packets of ground “Impossible Beef” are selling at S$16.90 for a 340 gram packet at nearly 100 FairPrice supermarket outlets and online at RedMart. The latest move comes as the Silicon Valley-based company says more Singaporeans are cooking at home.
“We are very excited that Singaporean consumers can now purchase Impossible Beef for the very first time from some of the island’s most loved grocery stores,” the company’s director of global expansion, Jordan Sadowsky, said in today’s announcement.
Based on restaurant sales, he said the company “can’t wait for home cooks to experience the magic of the product in their very own at-home culinary creations.”
The company also cited recent findings that 84% of Singaporeans have for some months been cooking their own meals at home at least once a week.
The company’s products debuted in Singapore over a year ago. It’s since partnered with more than 500 restaurants to put plant-based meats on their menus. This is the first time that it is selling products at retail – but only the ground beef, not its sausages or burger patties.
According to the company, their mock meats are primarily made of genetically modified soy.
It’s also selling a cookbook with around 40 recipes including Vietnamese Imperial Rolls, Szechuan Mapo Tofu and Pan-Fried Chive Dumplings.
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This article, It’s now possible to buy ground ‘Impossible Beef’ at Singapore stores, originally appeared on Coconuts, Asia's leading alternative media company.