Impossible Food has introduced meatless pork in the United States, Hong Kong, Singapore

Impossible Foods ’latest meatless product will hit the table from Thursday: plant-based pork that claims to be tastier and healthier than the actual deal.

The Ground Pork product will first be available in restaurants in the United States, Hong Kong and Singapore, with further plans to expand to that market in the coming months. It marks the California-based company’s third commercial launch as ground beef and chicken lentils as it seeks to solidify its position in the growing plant-based protein space.

Speaking in the first interview before the launch, Dennis Woodside, president of Impossible Foods, told CNBC’s “Squawk Box Asia” that the alternative flavor and nutritional value of pork could lose the real deal.

Here you have an option that tastes as good but actually good for you.

Dennis Woodside

President, Impossible Foods

“Pork is not usually considered a healthy product, but here you have an option that tastes as good but in fact it is good for you,” he said.

According to the company, the product যা which is primarily made from soy সরবরাহ provides the same amount of protein as its traditional meat, but excludes cholesterol, one-third less saturated fat and much less calories.

Meanwhile, a recent blind taste test conducted by Impossible Foods found that the majority of Hong Kong consumers (54%) said they prefer meatless pork products.

“We’re not going to launch a product unless it’s better than animal analogs – both in terms of taste, as evidenced by that information and in terms of nutrition,” Woodside said.

Impossible Pork Char Siu Bans were sampled during an Impossible Foods press event for CES 2020 on January 6, 2020 at the Mandalay Bay Convention Center in Las Vegas, Nevada.

David Baker | Getty Images News

Impossible Meatless Pork at Momofuku Sam Bar in New York today, Thursday, Sept. 2. Participating restaurants include US chain Ruby Tuesday, Tim Ho One and Hong Kong’s Beef & Liberty.

Woodside said it would rely on individual restaurants to determine the price of their restaurant, adding that impossible products are usually “close to the same price as the restaurant’s beef – sometimes a little higher.”

The launch comes amid a growing appetite for alternative proteins as consumers and companies alike become more aware of the environmental impact of traditional endemic animal farming. It is estimated that the industry is responsible for 14.5% of the world’s greenhouse gas emissions.

Impossible Food, for its part, claims that its pork products use 81% -85% less water, 66% -82% less land and emit 73% -77% less greenhouse gases than regular pork production.

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