Impossible Foods has introduced Beef Lite, a leaner version of its plant-based beef alternative that is designed to be “better than lean ground animal beef”.
Containing 21 grams of protein, Beef Lite has 75% less saturated fat and 45% less total fat than 90/10 lean beef from cows. It is a good source of fibre and is free of cholesterol and trans fats.
According to Impossible, the beef alternative cooks and tastes like ground animal beef and is ideal for use in dishes such as tacos, chilis, stir-fries, and lasagna. The product is already rolling out in the fresh meat aisle at selected retailers.
Competing with beef
Impossible’s original plant-based beef is now the best-selling product in the entire US plant-based meat category. The company is also the fastest-growing plant-based meat brand in the US retail sector, seeing 50% dollar sales growth last year.
The Beef Lite launch comes less than two months after Impossible introduced three new plant-based chicken products — Spicy Nuggets, Patties, and Tenders. The company has also debuted several more products over the past year, including Impossible Bowls, Chicken Patties, and Sausage Links.
“We’re constantly working to compete with beef in all of the ways that matter to consumers, including nutrition,” said Peter McGuinness, president and CEO of Impossible Foods. “A lot of health-conscious fans and shoppers are looking for a plant-based beef option that’s high in protein and nutrients with even less fat, and Impossible Beef Lite is our solution to that. It’s a perfect plant-based way to customize all of the great recipes that call for lean animal ground beef.”