Vegan meat brand Impossible Foods finally announces UK launch date

California’s plant-based meat brand Impossible Foods has finally announced a UK launch date after years of speculation.  

The arrival of its ‘chicken nuggets’ and ‘sausage patties’ marks a European debut for the company and both products will go on sale on May 19 at restaurants across the country.  

Ready to launch in cities such as London, Brighton and Leeds are the likes of Chicken Cottage, cult burger joint MeatLiquor, modern kebab shop Le Bab, and the vegan group Halo Burger, which will sell a new ‘sausage and egg mockmuffin’. 

The pub giant Greene King will also sell Impossible plant-based meat in 250 Hungry Horse pubs around the country.  

‘We think Impossible Chicken Nuggets will deliver on that promise, appealing to the taste buds of Brits across the country,’ said the brewer. 

Impossible went relatively big for its UK launch, enrolling the expertise of the fictional TV character Chabuddy G, who hosted a party at Le Bab’s Covent Garden restaurant.  

But the US brand’s flagship product has yet to find a home this side of the Atlantic.  

Impossible made headlines in 2016 when it first released its plant-based burger, then touted as being shockingly like meat in that it even ‘bleeds’ in the same way. 

But the US start-up has struggled to gain permission to enter Europe and the UK due to its key ingredient – the one that gives Impossible burgers their distinctive taste, texture, and appearance. 

The regulatory challenge for Impossible hinges on the use of soy leghaemoglobin – or heme – a protein found in the root of soy plants that has not yet been approved for consumption in Europe. 

Impossible burgers rely on genetic modification in their production to produce the flavour and colour of meat.  

The company is intent on launching its wider range in the UK and has applied for approval with the UK Food Standards Agency (it has also filed the relevant paperwork to the European Food Safety Authority).  

Aneke Schwager said: ‘Post-Brexit, in early 2021, we submitted an application for approval with the UK Food Standards Agency. We are currently working through the regulatory process in these markets.’ 

It might be the case that Impossible’s faux chicken and sausage products are a sign that the brand’s ‘bleeding’ burgers are getting closer. 

CEO Peter McGuinness didn’t mention them but seemed excited to tap into the UK’s chicken shop culture for now. 

‘We’re confident our nuggets will compete’, he said, before making claims about their environmental, taste, and health credentials.  

‘This is the international debut of Impossible ‘Chicken’ Nuggets and Impossible Sausage. We can’t wait for Brits to finally taste our products.’

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