The Food Start-up, Impossible Foods which makes meatless burgers called 'Impossible Burgers' is now expanding outside of the US, Hotel ICON, Hong Kong is chosen to be its first location in Asia.

The impossible burgers are made entirely from plants under a mission to create a truly sustainable food system through its innovative platform of “uncompromisingly delicious” meat, dairy, and fish products.

The Impossible Burger is produced without hormones, antibiotics, cholesterol or artificial flavours. It uses about 74 percent less water, generates about 87 percent fewer greenhouse gases, and requires around 95 percent less land than conventional ground beef from cows.

Hotel ICON’s partnership with Impossible Foods represents its interest in more innovative and sustainable food products. The new ICON Impossible Burger, a plant-based burger, will come topped with onions and pickles, served on a vegetarian bun with special sauce and French Fries. Available at GREEN, it costs HK$140+ 10% individually and can be loaded with additional ingredients including Fried Egg, Avocado, American or Smoked Gouda at additional charges.

“The Impossible Burger cooks, tastes and smells like ground beef from cows—but is made entirely from plants” said Richard Hatter, the General Manager of Hotel ICON.

“It’s about being a steward of the land, making sure that the products that we serve are sustainable and healthy.”

“Whenever my family and I eat out in Hong Kong we’re usually ordering vegetarian because you don’t always know if the meat is pastured or raised badly which is bad for the environment and ourselves. With all the shortcuts that big companies take to reduce costs, all the processed food...people are tired of that. With the launch of The Impossible Burger at ICON, this shows guests that we’re transferring a good product over to them. Food quality remains the number one priority,” he commended further.