Impossible Foods will continue to lead the market in meat substitutes with the launch of its new plant-based pork.

With pork being the most widely consumed meat in the world, this new launch by Impossible Foods is vital in the company’s mission to change the way we eat so that we ‘never have to use animals again’.

Although launching primarily in the US, the plant-based pork ‘meat’ could potentially have a huge impact in China, the country that consumes more pork than any other.

Impossible Foods has also developed a ground pork variant that can be used as a substitute in many dishes, ensuring that their product can be easily adapted to different consumer requirements.

The Silicon Valley-based company unveiled its plant-based innovation yesterday at the CES Gadget Show in Las Vegas. Launched under the increasingly popular ‘Veganuary’, a period in the new year that is seeing many consumers and brands alike promoting the trial and awareness of a plant-based lifestyle.

In its Q3 2019 consumer survey, GlobalData found that 5% of global consumers now identify as ‘flexitarian’, the same amount that claims to be vegetarian. This shows the intent that these consumers now have to take charge of and label their lifestyle choices, as well as the conscious effort they are making to eat less meat.

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An active role in seriously changing consumption habits is being taken by both consumers and brands alike. In order to maintain this momentum, brands and manufacturers are being forced to consider meat substitutes that really challenge consumer perceptions of the category. These substitutes are the result of heavy technical advancement and investment in order to truly imitate the characteristics of meat products. In another ‘Veganuary’ product promotion, McDonald’s launched its Vegan Dipper Meal at the start of the year, which suffered some backlash. The dippers, which usually contain chicken, instead comprised red pepper, pesto and split peas. Some consumers have been vocal about their disappointment that the dippers did not contain a meat substitute.

As Impossible Foods founder and CEO Dr Patrick Brown told the Associated Press, ‘a crappy product won’t win over meat lovers’, which is vital in securing the success of the category. With brand and retailer commitment and consumer rejection of more generic vegetable products, it seems that consumers’ tastes are becoming increasingly sophisticated and that demand for meat substitutes will only continue to rise.