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Impossible Foods has unveiled a new version of the plant-based Impossible Burger that mimics meat even more closely than the original. The burger, which has a growing presence on restaurant menus, will roll out to retail outlets this year.  Its texture also aims to contain a meatier chew through the replacement of wheat protein with soy protein, which was made in response to consumers looking for gluten free options. 


Lightbulb Moment: We speculated on this in a previous Wizard Moment.  In food service, Impossible Burger wasn’t concerned it was gluten based because consumers had no access to its ingredient deck while dining out, but retail removes that curtain.  So, reformulating was inevitable to avoid losing the gluten-free crowd.