Vegan meat brand puts strong expansion focus on Asia

May 17, 2018

Nearly half of the expansion plans for vegan meat brand Impossible Foods target the Asian market, according to Nick Halla, the company’ Chief Strategy Officer. He revealed that the Asian market will account for 44% of the company’s future expansion. Earlier this year, three Hong Kong restaurants became the first international locations to sell the vegan Impossible Burger, but future expansion is in the works. “Asia is a really critical market,” Mr Halla said. In terms of how consumers are responding to the presence of sustainable, plant-based meat, he shared the results of a survey from six years ago that showed that meat eaters preferred a meatless burger that looks, cooks, and tastes like classic beef. “What that taught us is that consumers don’t care if it came from animals or plants,” he said.