See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/341702992

In depth study of plant-based meat products introduced by IMPOSSIBLE.

Research · May 2020

DOI: 10.13140/RG.2.2.23846.14404

CITATIONS READS
0 2,938

1 author:

Soham Gade
Savitribai Phule Pune University
1 PUBLICATION   0 CITATIONS   

SEE PROFILE

Some of the authors of this publication are also working on these related projects:

In-depth study of plant-based meat products introduced by IMPOSSIBLE. View project

All content following this page was uploaded by Soham Gade on 28 May 2020.

The user has requested enhancement of the downloaded file.

 

 
 
 
 
 
 
 
 
 

 
 
 
 
 
 
 
 
 

 
   
 

​DeccanEducationSociety’s
​BRIHAN MAHARASHTRA COLLEGE OF COMMERCE
​Deccan Gymkhana, Pune - 411004

​ n Overseas Marketing Research Report On

A
I​ N DEPTH STUDY OF PLANT BASED MEAT PRODUCTS
For

By
SOHAM GADE
Post Graduate Diploma in International Business
(2019 - 2020)

AUTONOMOUS

1 
   

​Declaration
 
 

I, ​Mr.Soham Gade​, student of Brihan Maharashtra College of Commerce (​B.M.C.C​)

hereby declare that I have successfully completed the Overseas Marketing Research
(OMR) project with ​IMPOSSIBLE​™ i​ n the academic year 2019 - 2020.

The Research Project entitled, ​“In Depth Study of Plant Based Meat Products”
submitted to the institute is a record of an original thesis done by me under the guidance
of ​Mrs.Aditi Samir​.

The information provided is true and authentic to the best of my knowledge.

2 
   

​Acknowledgement
 
 

I would like to express my sincere and profound gratitude to my internal project guide
Mrs.Aditi Samir​, for her valuable guidance, suggestions and constant encouragement
throughout the course of this thesis which in return has helped me a lot while tackling any
problems that I have faced while creating this thesis.

I would like to thank all the respondents for the valuable information provided by them in
their own perspectives regarding the subject of my project.

Lastly, I would like to take a bit of this opportunity to thank myself for taking up this
particular subject as my year’s research project. It has helped me in improving my
observational, managerial and social skills as well as helped me to understand the
benefits of this subject and the importance of its products to the society and environment.

3 
   

​Index

Unit No. Contents Page Number

1 Introduction 5

2 History 10

3 Literature Review 14

4 Company Profile 17

5 Research Design 20

6 Data Analysis and Interpretation 24

7 Percentage Analysis 44

8 Hypothesis Testing 45

9 Conclusions 48

10 Bibliography 49

 
 

4 
   
 

Impossible ​Foods Inc​. ​also known as ​Impossible ​is a company, based in Redwood
City, California, that makes plant-based meat products which tastes and has a texture
same as that of a real meat. They specialize in products such as Burgers, Meatballs,
Pizza, Tacos, Bao and many more other food products that use real meat, but now that
tradition has been changed by ​Impossible​ using their meat created by plants.

Although it is not only the taste and texture of their meat products that make them stand
out it also gives the same nutrient benefits as that of real meat to the people with an aim
of eradicating the supposed negative health impacts of real meat and the certain
environmental impacts associated with livestock products. In order to achieve such a feat
Impossible ​uses modern science and technology to create wholesome and nutritious food
that restores natural ecosystems and feeds a growing population sustainably.
It is a private company and has financial backing by Khosla Ventures, Bill Gates, Google
Ventures, Horizons Ventures, UBS, Viking Global Investors, Temasek and Open
Philanthropy Project. ​The Impossible Burger is the company’s first ever product and is
also their signature product. It was served by highly respected chefs in their flagship
restaurants. This Burger has no hormones, antibiotics, cholesterol or artificial flavors.
The Impossible Burger uses 75% less water, generates 87% fewer greenhouse gases and
requires 95% less land than conventional ground beef from cows. The company collects

5 
   
proteins and nutrients from grains, greens and seeds and adds them to vitamins, fats, and
amino acids to effectively reconstitute sustainable meats and dairy. The result is a type of
food, claimed by the company that tastes like real meat, but without the cholesterol,
antibiotics, and hormones that are increasing a byproduct of eating from the traditional
food chain. The process requires fewer resources than the traditional farming process.
Even though its focus is on beef as of now, Impossible plans to commercialize
plant-based chicken, fish, pork, dairy and cheese products as well in the near future
which can revolutionise the meat industry and the consumption of meat by people all
over the world. At present their products are available in few states in countries such as
Hong Kong, Singapore and The United States of America but are aiming to be available
in almost all the countries that have a high meat consumption rate. The company hopes
to create other foods that might make vegan life a snap for even die-hard carnivores.

Reactions of people when they heard about plant based meat products were a bunch of
questions : Essentially there are ​three main questions that every single person who
knows about plant based meat products as well as their potential future customers have in
their mind.

How does it taste? But it's not just the taste that the people are concerned with but also
how does it look, feel and if it has the experience as that of cooking or eating real meat?

What all ingredients is it made up ​of? And that it is not just a lab chemical concoction
and if these ingredients contain the same amount of proteins as that of real meat burgers.

Whether plant based meat products are really good for the planet​? And how severe
is the situation with production of real meat.
Studies done on and with help of Impossible Foods shows that,

People who consume real meat can be categorised into two sections:

1) People who like eating meat but even after looking at the effects of animal farming are
stuck with eating real meat because there is no good alternative present.

2) People who are not really concerned about the environmental effects caused by animal
farming and like to eat meat because of its taste and texture and experience.

6 
   

Impossible Foods Inc. is on a mission of provide products for not only the people present
in the first category that are concerned with harmful environmental effects caused by
animal farming but also for the people present in the second category by making their
plant-based meat products taste and feel exactly the same as that of real meat and provide
a more healthy option for everyone as well as for the planet. Hence the concerns
regarding tastes were answered by Impossible with their Impossible Burger and other
plant-based meat products. But to achieve such a huge feat Impossible Foods selected
the perfect ingredients for making a burger (plant based meat patties) taste the same as
real meat patties.

Impossible uses only* six ingredients such as,

● Soy Protein
● Potato Protein
● Heme (short for Hemoglobin) : A secret ingredient of Impossible Foods which we
will find out further, in depth, in Company Profile.
● Cellulose based culinary binder​ : To hold everything together
● Coconut and Sunflower Oils
● Water

97% consumers of the Impossible Burgers are people who consume real meat and
considering the above ingredients, plant-based meat products certainly have proved to
provide nutrients on par with that of the nutrients present in real meat.
Although real meat on the other hand has been marketed as the highest source of protein
and energy but studies show that even people who consume meat get nearly half the
amount of their energy for a day from plants by eating beans, peas, nuts, or whole grains
such as corn, rice and oats.

Along with this many high performance athletes choose to have plant based proteins and
diet instead of getting proteins from real meat as it helps reduce measures of
inflammation by almost 30% in just three weeks while inflammation makes it harder to
recover after a workout.

7 
   
As far as the planet is concerned, the agriculture sector is responsible for about 18% of
the overall greenhouse gas emissions of which more than half is emitted by livestock.
While beef on the other hand has the biggest portion in livestock. This means that animal
farming is responsible for more greenhouse gas emissions than all the vehicles that emit
carbon in the world. On an average we get 10% of our calories intake or energy in a day
from meat but to make real meat a lot of resources are used while on the other hand 90%
of the energy we get in a day is from the plants which get the energy directly from the
sun and comparatively uses less resources than that used in animal farming.
The following image shows the amount of land resources that are used to grow real meat
as well as plants.

If the area as huge as The USA is considered, land used for livestock is growing day by
day as well as the land that is used to create food that the livestock eats because the
consumption of real meat and especially beef is growing every year. This is because as
people grow richer they tend to eat more meat and consider it to be a luxury, although, it
has now become a commodity. To get more land for livestock, deforestation takes place
which in return takes a bigger toll on the environment. By now 22% of the total forest
land has incurred irreversible damage. Apart from the land resources that livestock needs,
a huge amount of water resources as well are used up. In comparison the 90% of the

8 
   
energy we get from plants are produced by using a very little portion of the land, uses less
water resources and are more efficient in transforming the energy available by the sun,
than the meat, as well as is more environmentally stable. Impossible Foods believe that
choosing a plant-based diet will help improve the condition of our planet as well as that
their plant-based meat burger is much better than that of a real meat burger.

The above image provided by Impossible explains how different and environmentally
friendly a plant-based meat burger is over a beef burger in all aspects.

● Aquatic eutrophication potential decreases by more than 78% due to the avoided
manure emissions from raising beef cattle, avoided fertilizer emissions during
feed production, and a reduction in electricity consumption by avoiding
slaughtering activities.
● Global warming potential decreases by more than 60%, primarily due to the
avoided emissions associated with manure and enteric emissions generated over
the course of raising cattle.
● Land occupation is reduced by more than 99%, by avoiding reliance on pasture
for grazing (the majority of beef’s land footprint). Cropland demand is also
reduced from 6.8 m2 per year to 2.4 m2 per year due to the elimination of
agricultural products for beef cattle feed.
● Water consumption is reduced by more than 79% as a result of avoiding the
irrigation used to cultivate feed crops for beef cattle.

9 
   

History
 

During 2009, Stanford University Professor Dr. Patrick O. Brown decided to switch the
course of his career to address the urgent problem of climate change which was the
elimination of intensive animal farming as he determined at that time to be the world's
largest environmental problem. A staggering one-third of the land on Earth is used to
raise livestock and their food, so reducing meat consumption : would free up vast
amounts of land and water, would greatly mitigate climate change, would alleviate the
suffering of billions of animals, would eliminate mountains of chemical fertilizer, and
would make people healthier. After having a minimal impact in a co-organised
conference, in 2010 Washington DC, called ​“The Role of Animal Agriculture in a
Sustainable 21st Century Global Food System”, Brown decided that the best way to
minimize the consumption of real meat and to reduce animal farming was to offer a
competing product in the free market, in such a way that the current customers of meat
and diary would prefer to have plant-based
meats. Hence, Brown started ​Impossible Foods
in 2011 and raised 108$ million in new fundings
from a powerful group of backers including Bill
Gates, UBS, Viking Global Investors, Google
Ventures, etc.

Soon after in ​July 2016​, Impossible Foods

introduced their ​first ever “The Impossible
Burger” ​at ​Momofuku Nishi owned by David
Chang in Manhattan. This was the first time that
Impossible Food’s “animal-free” burger was
regularly featured on a restaurant menu that
marked the commercial introduction of a new
generation of delicious plant-based food

10 
   
products that promise to revolutionize the world's food system.
By January 2017, This ​Impossible Burger became a standing menu item in selected
additional restaurants in California, San Francisco, Los Angeles and a Michelin-starred
restaurant, operated by Brad Farmerie.

After having been sold in multiple restaurants and having a high demand for their
products Impossible Foods built its ​first large-scale plant in ​Oakland, California to
produce 1 million pounds of plant-based burger meat per month. The goal for the East
Oakland site was to make enough Impossible Burgers to serve 4 million people per
month within a year. The site had the capacity to make 250 times more Impossible
Burgers than the company was currently making in its headquarters in Redwood City,
Calif., and at a small facility in New Jersey.
Soon after in August 2017, Impossible raised 75$ million after reaching key objectives
with additional backing in the fundings by Bill Gates.

The company marked a major milestone on the meat industry disruptors path to feeding
the world by earning its ​Kosher Certification in May 2018 from the Big Five and ​Halal
certification in December 2018 from the Islamic Food and Nutrition Council of America
for The Impossible Burger, making it available for serving plant-based meat products in
the ​New York City's Royal Grill Halal and in the grocery stores for customers who
want to try their hand at cooking the meatless meat burger at home, thus making it
available in more than 5,000 locations across The States and Hong Kong.

11 
   

The year ​2019 proved to be revolutionising for Impossible Foods Inc. as in January they
launched a new version of their signature burger, ​The Impossible Burger 2.0​. The
company stated that the new burger is "tastier, juicier and more nutritious”. Along with
this, it features 30% less sodium and 40% less saturated fat than the first Impossible
Burger recipe and has just as much protein as that of 80/20 ground beef from cows. The
new product stated to be gluten-free, replacing wheat with soy protein.

In April 2019, ​Burger King which is an American multinational chain of hamburger fast
food restaurants, began test marketing an ​Impossible Whopper using the patty at
locations around St. Louis. Later that month, the company announced plans to roll out
Impossible Whoppers nationwide before the end of the year and was available nationwide
by the end of August. In May 2019, Little Caesars​, which is the third largest pizza chain
in The United States, began testing the ​Impossible Supreme Pizza in Florida, New
Mexico, and Washington state. The pizza featured Impossible Food’s first plant-based
sausage products which were developed multiple times before Little Caesars made it
available to the customers. It was also in May 2019, that the company raised $300 million
of investment, raising the total valuation of the company to 2$ billion. Along with all of
this, in 2019, the CEO of Impossible Foods, Pat Brown had stated that they are working
on the creation of whole cuts of beef, including ​steaks which is a flat and thick cut of
beef, using plants which can prove to be disruptive not just to the beef industry but to
other sectors of the meat industry as well. In January 2020, Impossible announced its
entrance in revolutionising the pork industry by introducing and launching The
Impossible Pork Sausages in the commercial market.

Recently, as of March 16, 2020, Impossible Foods Inc. has raised another $500 million.

Following are some of the variety of products from Impossible Foods Inc., that were
mentioned above starting from the year 2019.

12 
   

13 
   

Literature Review
 

The concerned question that The Impossible Burger poses is that can it really solve the
climate problem and help bring a change to the environment? According to ​The New
Yorker, ​the founder of Impossible Foods, Pat Brown argues that climate change cannot
be fought with unless and until the cows are ridden off. He sees the mission to reduce
animal farming as the last chance to save the planet from environmental catastrophe. The
main reason behind this agriculture uses more fresh water resources than any other
human activity but nearly a third of that is devoted for animal farming, known as raising
livestock. One-third of the world’s arable land is used to grow feed for livestock, which
are responsible for 14.5 percent of global greenhouse gas emissions. Forests have been
razed and an area larger than South America has been cleared in the past quarter century.
Hence to tackle this problem Impossible Foods came up with The Impossible Burger that
requires 87 percent less water and 96 percent less land than a cowburger, and its
production generates ​89 percent less greenhouse gas emissions while also making it
nutritionally equal to or superior to beef.

According to ​INC., Impossible ​Foods is positioned as the company of the year with a
tagline of ​“No Cows Allowed : A Millennium of Plant-Based Meat”. It is not only
Impossible Foods that are coming up with plant based meat products also known as ​Faux
meat ​or are in the same race but now has become a big business with sale of plant based
proteins jumping up to ​268 percent ​in the year 2019 alone. Huge Companies like Dr.
Praeger’s, Nestle, Tyson and Don Lee Farms have bombarded the market with their own
versions of the plant based meat products but even after having such a strong competition
The Impossible Foods ​have become the ​Xerox of Fake Meat. ​Such an achievement was
the result of years of investment, counting to more than $9 million in Research and
Development to reverse engineer beef from plants and then finding a molecule called
“Heme”​. Heme is what makes impossible possible as it is a molecule found in the blood
but Impossible Foods derive that molecule from plants which in their made form looks

14 
   
and tastes like blood which after adding to the other ingredients of the burger makes the
Impossible Burger taste same as that of a real meat burger. Another factor leading to their
success was that having limited sources for marketing and production, Impossible Foods
came up with highly-focused and devised launch strategy and only launched their burgers
at high-end restaurants and by celebrated chefs which in return caught the eye of the
public and customers instantly wanting everyone to try this new type of plant based meat
burger.

Although according to ​Vox, ​a liberal-leaning American news and opinion website owned
by ​Vox Media, ​it is not always the positive thing that makes it limelight and the response
to plant based meat products going mainstream is ​skepticism. ​Due to which most of
these products are not welcomed in some quarters. The CEO of Whole Foods and the
CEO of Chipotle both criticized The Impossible Foods products, calling them ​too highly
processed as well as a food writer and former New York Times columnist Mark Bittman,
who has long called on Americans to eat less meat, criticized ​“the new higher-tech
vegan meats” for not addressing ​“resource use and hyper processing”​. Vox states that
plant-based meat has the potential to be great for the world. It can end animal farming, be
more sustainable, address global warming, and offer a way to feed a growing middle
class its favorite foods without destroying the planet along the way. As it matures as an
industry, its offerings can get cheaper, healthier, and more varied.
But for plant-based products to change the world, it requires producing huge quantities of
it and selling it where consumers will want to buy it. And that, in turn, requires
confronting the reality that consumers like fast food and that there’s real value in
providing them with fast food that’s better for the world. The backlash to plant-based
meat, is a backlash against the food system in general, mistakenly directed at one of the
more promising efforts to make it a little bit better.

The following images show the production of plant-based meat by Impossible Foods
at the Oakland Manufacturing Factory.

15 
   

16 
   

Company Profile
 
 

The founder of Impossible Foods Inc., Dr. Patrick Brown brought together a ​team of top
scientists to analyze meat at the molecular level. The team determined precisely why
meat smells, handles, cooks and tastes the way it does. Then they figured out how to
recreate the sensory experience of meat using only plants. The team developed a
world-class archive of proprietary research and technology. The first product, the
Impossible Burger, debuted in 2016. The company plans to expand globally and
commercialize additional meat, fish and dairy products.
Impossible Foods makes delicious, nutritious meat from plants. The company’s mission
is to eliminate the need for animals as a food production technology and make the global
food system sustainable. Animal agriculture occupies nearly half of the world’s land,
making it one of the greatest threats to wildlife and biodiversity. Raising livestock for
food is responsible for 15% of global greenhouse gas emissions and consumes 25% of the
world’s fresh water. Impossible Foods makes meat directly from plants, using a small
fraction of land, water and energy as meat from animals hence people can keep enjoying
their favorite foods, without destroying the environment. Their 2018 sustainability report,
Mission : Earth, charts Impossible Food’s progress, including its biggest challenges in
the pursuit of its 2035 vision. The report also highlights the results of a study from
researchers at ​Denmark Technical University to understand the impacts of adoption of
Impossible Foods products at a national scale. The researchers found that if Americans
were to replace 50% of ground beef from cows with Impossible Foods plant-based beef,
we would conservatively:

❖ Spare the atmosphere of at least 45 million metric tons of carbon : ​The

equivalent of removing the emissions of at least 11 million drivers in the United
States for a full year.

17 
   
❖ Save at least 3.2 trillion gallons of water : Equivalent to the water used by at
least 90 million Americans in one year.
❖ Release at least 190,000 square kilometers of land now being used for
livestock and the crops they consume ​: A land area the size of New England,
which could be restored to healthy wildlife habitat, reducing atmospheric carbon
in the process.

Their target is not to make products for the vegans or vegetarians but to convert the meat
eaters and try to revolutionise their food choices. Such a feat is made possible by the
ingredients​ that are used in making the ​Impossible Foods products.

Although Impossible Foods uses a number of ingredients for making their plant-based
meat products, the ​key ingredient to make meat sustainably is ​Heme. ​It is an essential
molecular building block of life​, one of nature’s most ubiquitous molecules. It is most
familiar as the molecule that carries oxygen in your blood. Heme is in virtually all the
food that people eat, and it’s particularly abundant in animal muscle. It’s the abundance
of heme that makes meat (both meat from animal carcasses and Impossible Foods’ meat
from plants) uniquely delicious and craveable. Heme is totally safe to eat and is in fact
required for life.

18 
   
To satisfy the global demand for meat at a fraction of the environmental impact,
Impossible Foods developed a far more sustainable, scalable and affordable way to make
heme and therefore meat, without the catastrophic environmental impact of livestock.
The company ​genetically engineers and ferments yeast to produce a heme protein
naturally found in plants, called soy leghemoglobin​.The heme in the Impossible Burger
is identical to the essential heme humans have been consuming for hundreds of thousands
of years in meat. The Impossible Burger delivers all the craveable depth of beef and uses
far fewer resources than resources used in Animal Farming and in creating real meat or
ground beef. .Producing the Impossible Burger uses about 75% less water, generates
about 87% less greenhouse gases and requires around 95% less land than conventional
ground beef from cows.

Impossible Foods Inc. has made a video explaining how heme is created and how it is
used by the Research and Development teams in the burgers. This particular video can be
accessed by scanning the following QR code.

19 
   

Research Design

1. Title of the study:

In depth study of plant based meat products introduced by
IMPOSSIBLE​™. 
 
2. Statement of the problem:
Analysis of the emergence of a plant based meat producer in the
market dominated by animal agriculture.

3. Literature Review:
According to the New Scientist article (2018), this is the best
alternative available for everyone throughout the world who like
meat but are also concerned about the carbon footprint as well as
the water footprint of animal agriculture and are looking for more
options.
According to the study by TIME news articles, magazines, around
30-40% of the world's ice free surface is occupied for animal
agriculture which accounts for 75% of the global emissions from
cattle and other ruminants. While the world consumed 129.5
billion pounds of beef in 2016. Seeking to satisfy this huge
demand and at the same time help reduce the environmental
impact, ​IMPOSSIBLE​™ has come up with their plant based meat
products.
The results of various researches show that each day there is an
increasing number of people turning vegans, that is not using or
eating any animal products, so much that animal agriculture giants
such as Cargill and Tyson have rebranded themselves as a protein

20 
   
company.

4. Sources of Information:
a. Primary Data:
A survey of more than 180 people who eat or not eat meat
based products in their day to day lives, across the local
area as well as interviews with the restaurateurs and chefs
of a limited number of recognised burger and meat
restaurants.
b. Secondary Data:
Online Research - Official ​IMPOSSIBLE​™  ​press kits.
Analysis done by renowned News articles.
Literature Research - Marketing Research: An Applied
Orientation (Naresh K. Malhotra)

5. Objectives of the study:

❖ To understand the future opportunities of ​plant based meat
products in the Indian restaurants and burger outlets.
❖ To find out how many people from the survey and local
area will openly consume a plant based meat product,
tasting the same as beef, considering beef has been banned
in India and cows have a religious status.
❖ To find out if any renowned restaurateurs will make such a
product available in their restaurants for their customers.
❖ To know about the quality measures as well as resources
taken by IMPOSSIBLE​™ ​to produce their plant based meat.
❖ To study in detail about the huge environmental impacts
caused by animal agriculture.

6. Nature of the design: Descriptive Research Design

21 
   
7. Socio Cultural Relevance:
Demand for meat in this world is ever increasing and has become a
part of individuals day to day diet routines. It is considered as the
best source for proteins which functions as the building blocks for
bones, muscles, blood and skin as well as help get iron, zinc,
magnesium and the B vitamins. However to satisfy this huge
demand of animal products a vast portion of the earth's land is used
for animal agriculture accounting for huge environmental impacts
such as deforestation, water scarcity due to which slowly, each
day, people are turning vegans to reduce the damage being caused
to the earth and are aiming to stop the animal agriculture for good.
Hence a product such as the plant based meat which not only
contains the nutritional value of the conventional meat products
but also has no environmental impacts will certainly be crucial in
the upcoming diet of the world’s population instead of
conventional meat.

8. Geographical area to be covered : Pune (India)

: California (USA)

9. Time dimension of the study: September 2019 - March 2020

10. Primary data collection : Sampling Size - 183

: Restaurateurs - 10
: Reference Frame - Biased
: Methods : Questionnaire and Interview

11. Sampling Method : Convenient Biased (non probabilistic)

Sampling

22 
   
12. Statistical tools used : Graphical Analysis
: Percentage Analysis
: Hypothesis Analysis using Chi-squared test

13. Limitations:
a. The plant based meat product is available only in some
parts of the USA, Singapore and Hong Kong at least for
now.
b. Beef is not consumed in India since it has been banned.
c. The probability of meeting people who have consumed
beef outside India is low.
d. The results of the research may depend on an individual's
religious sentiments. (As cows in India have a religious
status)
e. Limited number of Samples.

14. Bibliography : Oxford Referencing 

23 
   

Data Analysis & Interpretation

To gather data regarding the opinions of people in the local area who are potentially the
future customers of Impossible Foods, if the company plans to expand their business in
India. A questionnaire was circulated.. The questionnaire was made for the age group 18
to 32. The main focus was to understand the views people have regarding plant-based
meat products and if they are willing to reduce or stop eating real meat and prefer eating
plant based meat alternatives. This was challenging as Impossible Foods and their
Impossible Burger 2.0, specialises in Beef, Pork as well as in Sausages all of which is not
eaten in india or not consumed on a large scale. Along with this, Cows have a religious
status in India so there was not a strong real meat comparison to be made while talking
about the Impossible Burger or there was also a possibility of hurting the sentiments of
the respondents. Although, the respondents were clear with what and why they have their
preferences, while some on the other hand had eaten plant based meat products in other
countries as well as beef. Hence the data gathered through the questionnaire consists of
all types of potential opinions of the customers. All the questions present in the
questionnaire were compulsory to respond, as a result there are no missing responses.

The google forms version of the questionnaire has been made in order to insert it in this
project and can be accessed by scanning the QR Code given below.

24 
   

Personal Details :
Before starting with the questions basic details such as Name, Age and Gender had been
gathered from the respondents.

The total number of respondents is 182 and an additional respondent after the creation of
the presented graph, out of which the age group 20 - 24 had given most of the responses.

25 
   

Section 1 :

This questionnaire can be divided into sections such as basic, intermediary and advanced.
Section 1 consists of basic questions regarding Burgers whose main objective is to
understand how familiar people are with burgers and if they are aware of its expansion.
And where and how do they prefer to consume the burgers.

Question 1 :

Do you eat burgers?

Yes No

26 
   
Out of 182 reponses, 6 respondents did not eat Burgers. This was either due to their diet
or preferences or because of the fact that they were eating burgers before but do not eat
anymore or do not eat at all. Although, their data on the subject of the questionnaire is
considered to be valuable as they still have different views and opinions regarding
plant-based meat products even if they do not eat burgers.
On the other hand it is clearly visible that the majority of respondents do eat Burgers,
hence, information provided by them also includes their sentiments regarding Burgers.
Although it can be observed further in the questionnaire that a burger is considered as a
meal that is consumed only on special occasions and not as a meal for a regular diet.
Burgers in the United States on an average are consumed almost on a regular basis
comparatively.
The total of 176 respondents who do eat burgers, their response on this particular subject
can be regarded as the potential responses of all the people in Pune that do consume
burgers either veg burgers (that is the veg patties, including potatoes, cottage cheese, etc)
or non-veg burgers (that is white meat such as chicken or fish and red meat such as
mutton or buffalo beef). This is because of the certain limitations and lack of resources
this survey cannot be carried out in the whole of the city but can be adapted according to
the responses from a part of the samples of the city. It can also be observed that the
burgers, either veg or non-veg, on the other hand are usually consumed by the younger
generations of the population than the older generation.

27 
   

Question 2 :

Do you consume red meat?

Yes No

Impossible Foods Inc. main target audience are not the vegans or vegetarians that are
comfortable with their daily diet but the people who eat meat and want to give them the
same alternative but with plant-based meat products. About 97% of the Impossible
Burgers or other plant-based meat products consumers are real meat eaters.

28 
   
This particular question’s objective was to understand how many people consume red
meat in their diet considering that about 75% of the total population in India is
Vegetarian. The results were no different with about 118 respondents out of 182, do not
eat red meat, but the reasons do differ as out of 118 not all of them are vegetarians or
vegans. About more than half of 118 are white meat consumers (such as chicken, fish)
and have not consumed red meat (such mutton, pork, beef) of which we will find out
further in depth with the help of other questions present in the questionnaire. So they do
eat meat but not red meat.
Most of the respondents only consume white meat such as chicken or red meat such as
mutton (goat/lamb) and is assumed to be the preferred source of meat over the city.
Impossible Foods Inc. currently specialises in beef and pork, the kinds of meat which are
not consumed at all or not on a larger scale in the whole of India. Although Impossible is
not planning to stop the process of animal farming but also the poultry farming which is
as major of a concern as beef and pork and will plan to bring a plant-based meat product
which will taste the same as chicken as an healthier option for the people who want to
create a change and want an alternative to chicken but not compromise on the taste,
texture and the experience that they get from meat. They have already started working on
an alternative for Turkey as of 2020.
But for now we are concerned if the people would consume the current plant-based meat
products of Impossible that taste the same as beef and pork without having to eat the real
meat.
Will they choose to eat a plant-based version of red meat? We will find out in the further
questions.

29 
   

Question 3 :

Are you familiar with the term plant-based meat?

Yes No

30 
   
Impossible Foods have launched their products only in The United States, Hong Kong,
Singapore and Macau, along with this the concept of plant-based meat created using
modern technology and studies is new. Impossible launched their first ever product, The
Impossible Burger in 2016 and since then the race for reducing animal farming has been
started along with a number of other companies coming up with their own plant-based
meat products into the commercial market.

Impossible’s plant-based meat mainly includes beef as well as pork, which was added
recently in January 2020 whereas on the other hand India on a larger scale consumes
white meat such as chicken or goat meat, hence, it is not certainly facing issues as big as
beef industries making it possible to not know about its consequences.
Although according to the data gathered it can be seen that people who know about
plant-based meat products and those who do not know about it are almost equally
proportionate with around 52.2% of the respondents know the products and its effect in
reducing animal farming. This particular data can help into finding out the probability of
the potential customers of plant-based meat products if at all they are launched in India.
The people who have been following the progress of such products could be intrigued to
consume once it arrives whereas the ones who do not know about such products would
like to try the new product that has been launched in the market. Along with this the
people who do not know about plant-based meat products can have different views
regarding the quality, efficiency, availability and pricing of the products and accordingly
they may or may not like to consume these plant-based meat products. This particular
data can help the restaurants as well as grocery stores to decide whether they should
make such products available in their businesses and how likely it is to be accepted by the
customers. This can either grow the business if people accept plant-based meat products
and reduce the consumption of real meat or it may not make such a big impact.

31 
   

Question 4 :

In what way do you consume your burgers?

I go to burger outlets or restaurants or cafes

I order them online

I make it on my own at home (Includes buying patties)

32 
   

Impossible Foods came in to the free market by introducing The Impossible Burger and
later The Impossible Burger 2.0 at famous restaurant chains in The United States, Hong
Kong and Singapore later they started selling their plant-based meat products (such as
meat patties, meatballs and sausages) at the supermarkets for the people to try and
experiment the plant-based meat products with their own preferred flavours at home.
The objective behind this question was to understand how people prefer or usually eat
burgers and can be crucial in deciding the marketing strategies for the company if they
are going to launch their products in India and select the most populated and well known
as well as preferred restaurants and burger outlets to introduce their plant-based meat
products. This will make Impossible Foods create a big impact in the commercial market
of India and people will be intrigued to try the new products and also learn how one step
can change the environment of Earth.
The data has been represented in a simplified form in order to know the number of people
and how they are likely to consume their burgers, while 172 respondents out of 182
prefer going to the outlets, restaurants or cafes for burgers it also includes the people who
have chosen the other two, or just any one of the other two options presented, as multiple
responses were allowed for this particular question.
Since burger outlets were the most preferred place to consume burgers, it was important
to gather information on exactly which of the burger outlets people preferred going to,
hence, this information is gathered in the next question.

33 
   

Question 5 :

Which of the outlets in Pune do you go to for Burgers?

Burger King

McDonalds

KFC

Hard Rock Caf

Others

34 
   

A number of restaurants and burger chains have started selling Impossible Foods
plant-based meat products including famous and big chains such as Burger King, The
White Castle, Hard Rock Cafe, Giordano’s, Topgolf, The Cheesecake Factory and many
more, some of these chains and restaurants are even present in Pune and other parts of
India.
Most of the respondents in the previous question preferred going to the Outlets,
Restaurants or Cafes to consume their Burgers, hence the main objective of this question
was to understand which of the places in Pune, people prefer going to, to eat burgers. It
can be observed that 152 out of 182 prefer eating Burgers at McDonalds. It can also be
observed that a number of people preferred going to KFC as well. On the other hand one
hundred and eleven (111) consume their burgers from Burger King and have already
started selling Impossible Burgers in the United States. Considering this there is a chance
that burger king will introduce the same in their chains present in India but are skeptical
since cows have a religious sentiment in India and people do not eat beef in India, hence
if a plant-based meat product is launched what are the chances of people really trying the
plan-based meat that tastes as beef. The same can be considered with Hard Rock Cafe.
This information is gathered in the further questions making it simpler to understand the
behaviours of the consumers.
In this question respondents could choose more than one answer as well as also had an
option to write down the places which were not mentioned in the options but they
preferred going to, as a result a number of new cafes other than the big burger chains
were entered.
The data has been represented in a simplified form in order to know the number of people
and how they are likely to consume their burgers

35 
   

Section 2 :

This questionnaire is divided into sections such as basic, intermediary and advanced.
The above set of questions were considered basic and were part of Section 1.
Section 2 consists of Intermediary questions and are focused on gathering the preferences
of people regarding meat and veggies, if they are willing to try a plant-based meat
product tasting the same as beef, if they would try beef in the near future and how often
are burgers consumed on an average.

Question 6 :

If you do eat red meat have you ever consumed beef?

Yes No As previously mentioned, I don't consume red meat.

36 
   

Previously in the questionnaire there was a question that asked whether you consume red
meat or not but red meat includes not only beef but also pork, lamb or goat as well, hence
it was crucially to know that if the people that do eat red meat consume beef or not since
Impossible Foods specialise in a plant-based meat product that tastes the same as beef
and pork as of January 2020. Impossible is planning to expand their plant-based meat
products to the same as poultry and white meat.
This particular question has three options to choose from and previously if they had
selected that they do not eat red meat at all, they could choose “As previously mentioned,
I don't consume red meat.” option. If they do eat red meat but not beef in particular, they
will select “No”.
Gathering this information makes it easier to understand the people who eat red meat,
consume beef or not and if not there is a particular question only for them next.

37 
   

Question 7 :

So it looks like you do eat red meat but have not consumed beef. On a scale of 1 to 5,
how likely are you to try beef in the future?

1 2 3 4 5
Highly Unlikely Highly Likely

This particular question was asked only to those 50 respondents that in the previous
question answered that they eat red meat but not beef in particular. The main objective
behind this question was to know whether in the near future if given a choice would they
like to try beef since they do eat red meat. The options scale was given from 1 to 5 where
1 was highly unlikely and 5 was highly likely to eat beef in the future.
Results show that 27 out of 50 were highly unlikely (1) to eat beef along the 6 that chose
(2) are somewhat likely to think of eating beef. The reasons behind this differ from
preferences of diet to cows being a religious sentiment in India while the remaining were
likely to try beef, yet none of them chose (5).
The average preference rate is shown with a Polynomial Trendline between 2 and 1.

38 
   

Question 8 :

How likely are you to choose meat while ordering a burger?

1 2 3 4 5 6 7 8 9 10
Vegan Carnivore

97% of the consumers of Impossible Foods plant-based meat products are people who eat
meat and not vegetarians or vegans. Hence it is crucially to know that while ordering a
burger, do they prefer to eat the burger with a meat patty or a veggie patty. In this
question, It can be seen that 44 out of 182 will buy a veg burger while 33 out of the same
182 will buy a meat burger while ordering one. Along with this people have chosen from
the scale as per their preferences. This information will be important to know whether the
people who order veg burgers will choose a plant-based meat substitute or it will be only
the people who prefer meat in their burgers.
Although it can be said that on an average 20-30 people out of 100 prefer meat in their
burgers.

39 
   

Question 9 :

How often do you eat burgers in an average month?

Rarely (Once or Twice a month)

Occasionally (Once or Twice in 2 weeks)
Foodie (Once every week)
Everyday Thing

This question tells us the probability of the consumption of burgers, either meat burgers
or veg burgers, on an average. It can be seen that 116 out of 182 consume burgers Rarely,
that is once or twice in a month while on the other hand only 11 people out of 182 eat
burgers once every week. This can tell us that for most of the people burgers are not
included in their regular diet making them a treat only for special occasions.
This differs completely from The United States as studies have shown that an average
american consumes meat burgers (mostly beef) once every week.

40 
   

Question 10 :

How likely are you to consume a ​Plant-based meat burger​ that ​tastes the same as​ ​beef
(red meat)​?

1 2 3 4 5 6 7 8 9 10
Beef Plant-based

The information gathered in this question tells us that if Impossible Foods signature
plant-based meat product that is The Impossible Burger 2.0 comes to India, how likely
are people to eat it. The options vary from 1 to 10 where 1 is highly unlikely and would
not choose to change their burgers while 10 is highly likely and would like to try or will
eat Plant based substitute of beef or red meat in general. It can be seen that 51 people
would like to try plant-based substitutes of beef completely as well as people that choose
the scale from 5 to 9.

41 
   

Section 3 :

This questionnaire is divided into sections such as basic, intermediary and advanced.
The above set of questions were considered intermediary and were part of Section 1.
Section 3 consists of Advanced questions and are focused on gathering the opinions of
people regarding plant-based meat burgers and if they will consider reducing the
consumption of real meat if this alternative is present.

Question 11 :

What is the reason that you like eating meat based burgers over veg patties or vice
versa(if you do not eat meat)?

This particular question was a long answer question and was meant for the respondents to
give their opinions on why they like eating meat burgers if they eat meat or why do they
like eating veg burgers if they do not eat meat. All the answers given by 182 respondents
were different but revolved around the same conclusion.
Most of respondents that like eating veg patties said that they prefer veg patties only
because they are vegetarians or vegans, but it also showed that they do not like the veg
patties or veg burger options since they did not talk about it, and are stuck with it as there
is no other choice.
Whereas on the other hand people who do eat meat said that they prefer meat over veg
patties as meat has a unique texture, taste, juiciness, and a different experience making it
eating worth a while. Impossible Foods promises to deliver the same experience in their
plant-based meat products, so if it comes here, will the people choose their burgers? It
might be difficult unless it has the exact same taste and nutrients as the respondents say
that they have been eating meat since they were young and hence has developed a taste in
their mind and tongue and will not opt for anything unless it promises the same taste.

42 
   

Question 12 :

If you want to have a burger, will you order a plant-based meat burger over a normal
burger(chicken,mutton,fish,paneer,etc)? Why?

This particular question was an important long answer question that gathered opinions of
people's preferences while ordering a burger when there will be a plant-based meat
burger in the menu list to choose from.
The responses received falls into multiple categories:
Some of the people who do not know about plant-based meat burgers said that they
would not try something they have not heard off while some people that fall into the same
category that do not know about plant-based meat burgers said they would like to try it
since it is something new.
This brings the people who fall under the category where there is a curiosity to try a new
meat substitute as they have never eaten such products and find it interesting the way
they are made.
Some of the people that are vegetarians or vegans want to stick with veg patties and said
that okay with the burger choices they have on their menu while some of the vegetarians
and vegans said that they would like to try the taste and texture of meat since they have
never eaten meat.

Whereas some of the people think the same as Dr. Patrick Brown the founder of
Impossible Foods Inc., and have said that the importance of having a plant based diet is
now more than ever and that they are open to changing their diet to contribute to reducing
the effect the meat industry has in the environment as well as know the impact of their
choices. They think they would order a plant-based meat burger if it does not affect their
health in a negative way and believe having it taste like meat is just an added advantage.
Thus bringing us to the last category of people who believe that they would order a
plant-based meat burger if and only if it tastes and feels like real meat.

43 
   

Percentage Analysis:

Question 13 :

Do you want Impossible Foods to bring their Plant-based meat to India?

Yes No

Impossible Foods is determined to increase the products on their menu that also includes
chicken which is the widely eaten white meat in India.
The main objective of last question was to know the amount of people that would like
Impossible Foods Inc. to bring their plant-based meat products in India and almost a
whopping 75% of the people out want Impossible Foods to launch their products and will
likely to be the first ones to try it out as soon as it has been launched.
On the other 25.1% of the respondents said that they are okay with the veg or meat
burgers that are available here.

44 
   

Hypothesis Testing
 

Hypothesis testing is used to access the plausibility of a hypothesis by using sample data.
This can be done by measuring and examining a random sample of the population being
analysed. There are various types of statistical tests available in order to carry out the
hypothesis such as T-test, Z-test, H-test, Chi-squared test and more. In my case the data is
concerned with whether the population of India accepts the plant-based meat products
introduced by Impossible Foods Inc. and make them a part of their diet while reducing
the amount of consumption of the real meat. Another important point to notice is that the
taste of Impossible Foods plant-based meat products as of now are specifically made in
order to replace beef and pork, both of which are not consumed in India on a larger scale.
Hence it will be crucial to understand if the population will willingly consume these
products instead of the real meat such as chicken (white meat) and mutton (lamb meat)
which is consumed on a large scale in India.

For the following research study I will be using the ​“Chi-squared Test” ​also known as
“Goodness of fit” test, along with the data provided by the respondents. The elements of
the Chi-square test ​formula​ have been explained below.

Chi-squared test :

Where,
X​2​ , stands for chi-square. (Developed by Carl Pearson)

∑ , stands for the “sum” of the values.

​O​ , stands for the actual data collected, known as “Observed Values”

​E ​, stands for the “Expected Values”

45 
   
The data gathered in question 10 has been used in order to perform the following
hypothesis. It can be said that the values from 1 to 5 are unlikely to change the diet and
eat beef or other meat while the values from 6 to 10 are likely to change the diet and
choose for a plant-based alternative. Hence it can be carried out into two variables,
namely, Unlikely and Likely.

Impossible Foods Inc. launched their plant based meat products in India, how likely are
people to change their diet from real meat to plant-based meat alternatives.

H​0​ ​ : There will be no drastic change in the people's diet.

H​1​ ​ : There will be a drastic change in the people's diet.

Unlikely Likely

Observed Values ( ​O​ ) 66 117

Expected Values ( ​E​ ) 91.5 91.5

O-E -25.5 25.5

( O - E )​2 650.25 650.25

( O - E )​2​ / E 7.1 7.1

∑ = 14.2 (sum of two of the values)

Hence, X​2 ​= 14.2

The Degrees of Freedom ​(df)​ is the (number of groups - 1), that is, 2-1 = 1
Hence, ​df = 1 , α = ​0.05. ​According to the Chi-square distribution table, ​Critical Value
is 3.84.

It can be observed that :

X​2​(3) =
​ 14.2 , p > 0.05

X​2 ​ > Critical Value ​[Falling in the rejection section of Chi-squared distribution]

46 
   
Hence, we ​reject the null hypothesis (H​0​) ​and ​favor the alternative hypothesis (H​1​)
suggesting that there will be a drastic change in the diet of the Indian population.

“To understand the test in a simple way the test has been shown in the equations format.”

Unlikely Likely

Observations (O) 66 117

Expectations (E) 91.5 91.5

Using the Chi-square test formula simultaneously, we get :

For Unlikely : X​2​ = ∑ (O - E)​2 ​ / E

= (66 - (-91.5)​2​ / 91.5
= 650.25 / 91.5
= 7.1

For Likely : X​2​ = ∑ (O - E)​2 ​ / E

= (117 - 91.5)​2​ / 91.5
= 650.25 / 91.5
= 7.1

∑ = 7.1 + 7.1

= 14.2
According to the Chi-squared test and Distribution,
X​2 ​= 14.2
df = 1
α ​= ​ ​0.05
cv = 3.84
X​2​ > cv
Hence, we reject H​0 ​ and favor H​1

47 
   

Conclusions
 
It can be observed that every domain is working towards a healthy environment and
changing its ways of working to reduce as much harm that is caused to the atmosphere
and earth, and that can be reduced, as possible. Although the same cannot be said about
the animal farming and meat industries, and livestock contribute largely to the adverse
effects caused to the Earth. Impossible Foods on the other hand have taken a step towards
reducing the harm caused by meat industries by introducing their plant-based meat
products with an aim of creating a healthy environment. They have already launched their
products in locations such as The United States, Hong Kong, Singapore and Malaysia
that have a population that eats meat on a large scale, mainly beef and pork.
People in India on the other hand eat white meat such as chicken and fish as well as red
meat such as mutton (goat/lamb meat) on a large scale. For Impossible Foods to really
make an Impact in India they will have to make their plant-based meat products taste the
same as meat that are widely eaten in India (Chicken, Mutton, etc). Although according
to the study it shows that people will like to try beef or plant-based alternative of beef but
it will not be permanent even if they do like the taste as Indians are used to the taste,
texture and experience of the white meat and red meat that they have been eating since a
long time and will turn towards the same after trying the plan-based alternative of beef.

Even so, Indians are still intrigued by the concept of plant-based meat products as well as
want to or are ready to contribute towards a healthier environment and for which they are
eager for companies like Impossible Foods and their plant-based alternative products to
come in India. Hence, they are ready to change their diet if needed from real meat to
plant-based alternatives of the same if it has the same taste, texture and experience.

48 
   

Bibliography
1
João Graça, Maria Calheiros, Abílio Oliveira, ‘Attached to meat? (Un)Willingness and
intentions to adopt a more plant-based diet’, ​Researchgate,​ Portugal, 2015,
https://www.researchgate.net/publication​/

2 ​
Sigal Samuel, ‘The many places you can buy Beyond Meat and Impossible Foods, in
one chart’, ​VOX​, Future Perfect, 2020, ​https://www.vox.com/future-perfect​/

3
Chase Purdy, ‘Covid-19 is a moment for plant-based meats to surge or shrink’, ​Quartz,​
2020, ​https://qz.com/1847078​/

4
Ryan Swift, ‘Impossible Foods, Beyond Meat eye bigger cut of Covid-19 driven growth
in Asia’s plant-based foods segment’, ​South China Morning Post,​ The Coronavirus
Pandemic, 2020, ​https://www.scmp.com/business/money/markets-investing/article​/

5
Heather Kelly, ‘Impossible Foods is finally making a new fake meat: Pork’, ​The
Washington Post​, Technology, 2020, ​https://www.washingtonpost.com/technology/2020​/

6
Jacob Hale, ‘Mark Rober gets Bill Gates' verdict on Impossible burger & Beyond
Meat’, ​Dexerto,​ Entertainment, 2020, ​https://www.dexerto.com/entertainment/​.

7
Kelsey Piper, ‘Meatless meat is becoming mainstream — and it’s sparking a backlash’,
VOX,​ Future Perfect, 2019, ​https://www.vox.com/future-perfect/2019/​.

49 
   
8
Burt Helm, ‘A Lot of Companies Want to Save the World. Impossible Foods Just Might
Do It with Its Plant-Based Meats’, ​INC.​, Company Of The Year, THE WINTER
2019/2020 ISSUE OF INC. MAGAZINE.

9
Carlo Versano, ‘Impossible Foods Gets Halal Certification for Meatless Burger on Path
to 'Serve the World', ​Cheddar​, Interview, 2018, ​https://cheddar.com/media/​.

10
Justine Sterling, ‘Welcome to the Era of Plant-Based Meat’, ​FOOD&WINE,​ News,
2017, ​https://www.foodandwine.com/news/welcome-era-plant-based-meat​.

11
Lindsay Hoshaw, ‘Silicon Valley's Bloody Plant Burger Smells, Tastes And Sizzles
Like Meat’, ​National Public Radio (npr)​, The Salt, KQED, 2016,
https://www.npr.org/sections/thesalt/

12
Katie Fehrenbacher, ‘Meet Impossible Foods, another VC-backed veggie meat startup,
GIGAOM,​ Blog Post, 2014, ​https://gigaom.com/2014/10/08/

13​
​IMPOSSIBLE, h​ ttps://impossiblefoods.app.box.com/v/presskit/folder/11235588441

14
‘Impossible Foods’ 2018 Impact Report Details the Food Tech Startup’s Strategic
Roadmap’, ​Businesswire,​ 2018, ​https://www.businesswire.com/news/home​/

15
Lawrence Goodman, ‘All about the Impossible Burger’, ​BrandeisNOW,​ 2016,
https://www.brandeis.edu/now/2016/september/impossible-burger-brown.html​.

50 
   
16
Anirban Sen, Joshua Franklin, ‘Exclusive: Impossible Foods explores credit line to
tackle coronavirus fallout – sources’, ​Salem Radio Network News (SRN News),​ Business,
2020, ​https://www.srnnews.com/​.

17
Lana Clements, ‘Google tries to buy vegetarian burger business’, ​EXPRESS,​ City &
Business, 2015, ​https://www.express.co.uk/finance/city/594403/​.

18
Clinton Nyugen, ‘Forget Lab Beef, Impossible Foods’ 100% Plant-Based Cheeseburger
Is Our Future’, ​VICE​, MOTHERBOARD, 2015, ​https://www.vice.com/en_us/article/​.

19
Julia Limitone, ‘Impossible Burger prank becomes Burger King feeding frenzy, ​FOX
BUSINESS,​ Food and Beverage, ​https://www.foxbusiness.com/retail/​.

20
Janice Williams, ‘What is an Impossible Burger and where can you get it? Everything
to know about the latest plant-based craze’, ​Newsweek​, Culture, 2019,
https://www.newsweek.com/​.

21
Connie Loizos, ‘Impossible Foods Raises a Whopping $108 Million For Its
Plant-Based Burgers’, ​TechCrunch,​ 2015, ​https://techcrunch.com/2015/10/06/​.

22
Annie Lowrey, ‘What’s Different About the Impossible Burger?’, ​The Atlantic​, Ideas,
2019, ​https://www.theatlantic.com/ideas/archive/2019/09/​.

23​
​Craft​, ​https://craft.co/impossible-foods​.

51 
View publication stats

  
24
‘Impossible Foods’, ​FAST COMPANY​, Most Innovative Companies, 2016,
https://www.fastcompany.com/company/impossible-foods​.

25
Nat Levy, ‘Bill Gates-backed Impossible Foods unveils ‘Impossible Burger 2.0,’
coming to grocery stores later this year’, ​GeekWire,​ CES, 2019,
https://www.geekwire.com/2019/​.

26
‘Made in Oakland: A look into Impossible Foods’ roots in the East Bay’, ​Medium​,
What IF?, 2018, ​https://medium.com/impossible-foods/​.

27​
​Owler,​ ​https://www.owler.com/company/impossiblefoods​.

28​
​Dnb,
https://www.dnb.com/business-directory/company-profiles.impossible_foods_inc.a46fe0
75

29
Amanda Capritto, ‘Where to buy the Impossible Burger at grocery stores’, ​cnet,​ Health
and Wellness, 2020, ​https://www.cnet.com/health/​.

30​
​IMPOSSIBLE,​ ​https://impossiblefoods.com/​.

31​
​Wikipedia​, ​https://en.wikipedia.org/wiki/Impossible_Foods​.

Following are the videos that were used as a reference and can be scanned to view.

52