Impossible Foods said during the Consumer Electronics Show (CES) 2020 in Las Vegas that it will push through with plans to go global by launching the Impossible Sausage, another meatless product that is expected to make waves in the alternative meat industry.
According to CNBC, the company has set it eyes on global markets this year, and the big reveal of the meatless sausage and meatless ground pork products should help spur momentum for the alternative meat giant.
Industry experts pointed out that among the countries that Impossible Foods may see great opportunities in is China. The Asian country is the world's largest pork consumer and already, some local alternative meat products are gaining traction in the Chinese market.
For now, the Impossible Sausage will be launched in partnership with Burger King in the U.S. 139 stores across the country will get the product later this month, including New Mexico, Georgia, and Alabama.
While the Impossible Sausage is expected to make waves in the west, the Impossible Pork is being projected as a product that will overtake the Chinese market in the long run.
Ever since African swine fever (ASF) hit the Chinese hog industry, around half of the country's overall swine population was exterminated. Analysts believe the pressure on pork prices may push consumers to try meatless products such as those offered by Impossible Foods.
However, the company has yet to go through several processes to experience the opportunities in China's massive market. It is unclear when the Chinese government will approve Impossible's requests for doing business in Macau and Hong Kong.
In an interview with CNN Business, Impossible Foods CEO Pat Brown confirmed that the company is focused on "expanding into international markets, particularly in Asia," within the next two years.
China is the leading pork consumer across the world but other Asian countries are also keeping up in terms of consumption. On the other hand, it is expected that Impossible will use the Chinese market as a launch pad for its hopes of dominating Asia.
As part of the efforts in trying to infiltrate the Asian and Chinese markets, Impossible will offer Impossible Pork in various Asian dishes. The dishes include bao sandwiches, noodles, dumplings, and dim sum.
The two new products are gluten free, to reassure plant-based meat eaters that there are no animal hormones included. These alternative meats are also expected to pass kosher and halal certification tests.
Impossible Foods may face competition in the form of Beyond Meat and other Asian startups that are also exploring the alternative meat market.
