Plant-based meat maker Impossible launches beef product in 200 grocery stores across Hong Kong and Singapore
- Impossible Beef represents company’s first foray into retail outside the United States
- Product to roll out at about 100 ParknShop stores in Hong Kong, similar number of FairPrice stores in Singapore
US plant-based meat company Impossible Foods on Tuesday launched its beef product – Impossible Beef – across 200 grocery stores in Hong Kong and Singapore, as it steps up market expansion in Asia.
The launch represents Impossible’s first foray into retail outside the United States, and comes a week after Hong Kong-based “food tech” company OmniFoods’ lunch meat became available in more than 400 McDonald’s restaurants in Hong Kong and Macau.
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The outbreak of Covid-19 had accelerated the company’s plan to put Impossible Foods’ products into grocery stores in the US and Asia by several months, said Patrick Brown, the company’s founder and chief executive, during a virtual media briefing on Tuesday.
“When we saw the impact Covid was going to have on restaurants, it definitely affected our timetable a lot. We were going to do it anyway, but we put a lot more effort into it,” said Brown.
The company’s beef product will roll out at about 100 ParknShop stores in Hong Kong, and at a similar number of FairPrice stores in Singapore, said Nick Halla, the Hong Kong-based senior vice-president international at Impossible. It will also be available for delivery, a move that will allow the company to reach out to more customers, he added.