The new ‘Impossible Burger’ is so realistic the human body might not be able to tell the difference.

ROBYN BECK/AFP/Getty Images

Have you heard of the Impossible Burger? It’s widely considered to be the best vegetarian burger for folks who want a veggie burger that most closely resembles one made from meat.

It’s become a massive hit in America, showing up in restaurants across the country and often selling out in popular dining spots.

The founders recently unveiled the “Impossible 2.0” during the annual Consumer Electronics Show in Las Vegas. In fact, it’s the first ever food product to be displayed by the legendary trade show and reportedly “left the crowd stunned with its smell, texture, flavor and color -- almost like a real hamburger.”


And the 2.0 is such a masterful approximation of the “real thing” that it made one vegetarian food critic physically ill as his primal mind told his body he was eating meat, even though his conscious mind knew he was eating a plant-based food.

“I have a pretty strong stomach. Roller coasters are my jam. Virtual reality never makes me queasy,” Joan Solsman writes on CNET, noting she’s been a vegetarian for more than 10 years.

Solsman was tasting out some of the 2.0 in the form of a pseudo steak tartare, noting that even the local Vegas chef said he couldn’t tell the difference between animal-based steak other than tasting less iron. So far so good. Then Solsman swallowed her first bit of the Impossible creation.

My stomach started objecting to what was going on in my mouth. "I haven't had beef in more than a decade," I said through my mouthful, hoping the disclaimer might mask my growing revulsion. "It's kind of grossing me out."

Solsman said she had a much better experience eating the traditional preparation of the Impossible -- in burger form:

The very best was the actual burger -- with the soft bun, tangy sauce, zesty crunch of barely-there raw onion and refreshing crisp of lettuce and tomato. Combined with the juicy, chewy patty, it tasted amazing because it tasted like a real burger.

However, she also notes that she’s not necessarily opposed to meat -- after all, she only became a vegetarian because of her husband.

And even the real steak tartare isn’t necessarily a big hit with traditional carnivores. Still, it’s hard to deny the allure of one vegetarian’s body literally rejecting what on some level it is convinced is actual meat.

Like the emerging industry of lab-grown meat, the Impossible line of products is offering an increasingly viable alternative that has much, much more to offer than simply a tasty option for those already on the vegetarian or vegan side of the aisle.

After all, reducing our consumption of meat -- and eventually phasing out livestock farms entirely -- is great for the environment, good for reducing the spread of viruses, and, of course, great for the animals we’re not killing.

If we can do all that while enjoying a burger so good it makes some people sick, all the better.

And if you think that’s something special, just wait. Impossible founder Pat Brown said the company’s next unveiling is going to be a vegan steak.

Most Shared
Photo by Hunters Race on Unsplash

If you're a woman and you want to be a CEO, you should probably think about changing your name to "Jeffrey" or "Michael." Or possibly even "Michael Jeffreys" or "Jeffrey Michaels."

According to Fortune, last year, more men named Jeffrey and Michael became CEOs of America's top companies than women. A whopping total of one woman became a CEO, while two men named Jeffrey took the title, and two men named Michael moved into the C-suite as well.

The "New CEO Report" for 2018, which looks at new CEOS for the 250 largest S&P 500 companies, found that 23 people were appointed to the position of CEO. Only one of those 23 people was a woman. Michelle Gass, the new CEO of Kohl's, was the lone female on the list.

Keep Reading Show less
popular

Netflix

How much of what we do is influenced by what we see on TV? When it comes to risky behavior, Netflix isn't taking any chances.

After receiving a lot of heat, the streaming platform is finally removing a controversial scenedepicting teen suicide in season one of "13 Reasons Why. The decision comes two years after the show's release after statistics reveal an uptick in teen suicide.

"As we prepare to launch season three later this summer, we've been mindful about the ongoing debate around the show. So on the advice of medical experts, including Dr. Christine Moutier, Chief Medical Officer at the American Foundation for Suicide Prevention, we've decided with creator Brian Yorkey and the producers to edit the scene in which Hannah takes her own life from season one," Netflix said in a statement, per The Hollywood Reporter.

Keep Reading Show less
Culture

At Trump's 'Social Media Summit' on Thursday, he bizarrely claimed Arnold Schwarzenegger had 'died' and he had witnessed said death. Wait, what?!


He didn't mean it literally - thank God. You can't be too sure! After all, he seemed to think that Frederick Douglass was still alive in February. More recently, he described a world in which the 1770s included airports. His laissez-faire approach to chronology is confusing, to say the least.

Keep Reading Show less
Democracy

Words matter. And they especially matter when we are talking about the safety and well-being of children.

While the #MeToo movement has shed light on sexual assault allegations that have long been swept under the rug, it has also brought to the forefront the language we use when discussing such cases. As a writer, I appreciate the importance of using varied wording, but it's vital we try to remain as accurate as possible in how we describe things.

There can be gray area in some topics, but some phrases being published by the media regarding sexual predation are not gray and need to be nixed completely—not only because they dilute the severity of the crime, but because they are simply inaccurate by definition.

One such phrase is "non-consensual sex with a minor." First of all, non-consensual sex is "rape" no matter who is involved. Second of all, most minors legally cannot consent to sex (the age of consent in the U.S. ranges by state from 16 to 18), so sex with a minor is almost always non-consensual by definition. Call it what it is—child rape or statutory rape, depending on circumstances—not "non-consensual sex."

Keep Reading Show less
Culture