How Impossible Foods Turned A Plant-Based Burger Into A $4 Billion Brand
Summary
TLDRイムポーシブルフードズは、植物由来の成分で作られた「イムポーシブルバーガー」を開発し、環境への影響を減らすための代替肉として注目を集めています。彼らのターゲットは、肉を愛するオムニヴアーであり、植物性バーガーが肉に匹敵する味わいと食感を提供することを証明しています。創業者のパット・ブラウンは、家畜産業を改革することで気候変動に対処することを目指しており、その方法として「ヘム」という鉄含有タンパク質を抽出し、独特の味わいを再現しています。市場での成功を促すために、彼らは高級レストランでの限定展開から始め、需要を高め、製造能力を拡大しています。しかし、肉業界は彼らの挑戦に立ち向かっており、代替肉の市場シェアはまだ小さく、成長の余地が残されています。
Takeaways
- 🍔 Impossible Foodsは、植物由来の成分を使って肉のような味わいと血のような色を生み出す「Impossibleバーガー」を開発しました。
- 🎯 彼らのターゲットは、肉を愛する消費者で、彼らの製品は主に水、大豆蛋白、ココナッツオイル、サンフラワーオイル、自然な香料から作られています。
- 🌱 Impossible Foodsのミッションは、動物農業による気候変動の影響を軽減し、1.4兆ドルの世界動物肉市場を植物ベースの製品に置き換えることです。
- 🔥 アメリカの牛肉、豚肉、鶏肉に対する愛と、肉産業の反撃に抗いながら、Impossible Foodsは植物ベースのバーガーをセクシーに仕立て、知名度を高めました。
- 📈 2019年に供給不足になり、注目される企業として、Impossible Foodsは1.3億ドルを調達し、約40億ドルの評価額を得ています。
- 🧬 Impossible Foodsは、血と肉の味わいを出すヘム分子を遺伝子組み換えされた酵母を使って大量生産しています。
- 🐄 牛は環境に最も有害な家畜であり、Impossible Foodsは1ポンドの牛肉を彼らの製品に置き換えることで温室効果ガス排出量を大幅に削減できると主張しています。
- 💰 Impossible Foodsの製品は、牛肉よりも価格が高いですが、脂肪、コレステロール、抗生物質、ホルモンは含まれておらず、特定のビタミンとミネラルは豊富です。
- 🍽️ ただし、Impossible Foodsのバーガーにはナトリウムが多量含まれており、過剰加工されています。
- 📊 アメリカの植物ベースの肉市場は2019年に6億2,260万ドルの販売高を記録しましたが、これは同年の6,140億ドルの従来の肉市場に比べてわずかです。
- 🌐 Impossible Foodsは、2020年代中には植物ベースの製品が食料世界の動物ベースの製品を完全に置き換えると予測していますが、まだ長い道のりがあります。
Q & A
Impossible Foodsのターゲットとなる消費者は何ですか?
-Impossible Foodsは、肉を食べるオムニヴアーをターゲットにしています。彼らは植物由来の食品で作られたハンバーガーを提供し、肉を楽しむ消費者が環境に優しい選択を容易にすることを目指しています。
Impossible Foodsが提供する植物由来のハンバーガーの主な成分は何ですか?
-Impossible Foodsのハンバーガーは、主に水、大豆蛋白、ココナッツオイル、サンフラワーオイル、自然な香料から作られています。
Impossible Foodsのミッションは何ですか?
-Impossible Foodsのミッションは、15年以内に食の世界における動物由来の製品を完全に植物由来の製品に置き換えることで、動物農業による気候変動の影響を軽減することです。
Impossible Foodsが創立された背景は何ですか?
-Impossible Foodsは、2011年にスタンフォード大学医学部の教授であるPat Brownによって創立されました。彼は気候変動を解決するために、動物農業を焦点に事業を始めたかったと考えました。
Impossible Foodsが「ヘム」をどのように生産していますか?
-Impossible Foodsは、大豆植物からDNAを抽出し、ゲノム編集された酵母に挿入します。この酵母は発酵され、大量のヘムを生産します。ヘムは生肉の血のような味と調理された肉の強烈な風味をもたらす鉄含有分子です。
Impossible Foodsのハンバーガーはどのように評価されていますか?
-Impossible Foodsのハンバーガーは、環境に優しい選択として高く評価されていますが、健康面では必ずしも肉を代替するとは言えません。植物由来の肉は、80%の精肉と20%の脂肪のGROUND BEEFに比較されますが、ナトリウムの量が多く、加工された食品です。
Impossible Foodsの市場シェアはどのくらいですか?
-2019年には、アメリカの植物由来の肉市場は6億2,260万ドルに達しましたが、これは同じ時期の61億4,000万ドルの従来の肉市場に比べてわずかです。
Impossible Foodsはどのように市場を拡大していますか?
-Impossible Foodsは、高級レストランでのデビューや、技術コミュニティからの認識、そして名門シェフの支援を通じて市場を拡大しています。彼らは限定的な供給を通じてブランディングを強化し、その後市場にリーズナブルなバージョンを提供しています。
Impossible Foodsが直面している最大の課題は何ですか?
-Impossible Foodsが直面している最大の課題は、肉を愛する消費者に、彼らの植物由来の肉が同じまたはより良い味を提供できることを効果的に伝えることです。
Impossible Foodsの将来の目標は何ですか?
-Impossible Foodsの将来の目標は、2035年までに食品システム中の動物を完全に置き換えることです。
Impossible Foodsがどのように消費者へのアプローチを策定していますか?
-Impossible Foodsは、高級レストランでのデビューや、名門シェフとのコラボレーション、そして技術イベントでのブームを利用して、消費者へのアプローチを策定しています。彼らは、限定的な供給を通じてブランディングを強化し、その後市場にリーズナブルなバージョンを提供しています。
Outlines
🌱 植物由来のミート代替品の挑戦
Impossible Foods社は、植物から作ったミート代替品を開発し、環境に優しい食品として市場に投入しています。彼らのミッションは、1.4兆ドルの世界動物肉市場を15年以内に植物ベースの製品に置き換えることです。彼らは、肉を愛する消費者をターゲットにしており、水、大豆蛋白、ココナッツオイル、サンフラワーオイル、自然な香料を主な成分として使用しています。彼らの製品は、環境保護と健康を重視する消費者だけでなく、肉を食べ続けたいと考える人々に人気があります。しかし、肉業界は彼らの挑戦に立ち向かいます。
🍔 環境保護と健康を重視したミート代替品の開発
Impossible Foodsは、植物由来のミート代替品を開発し、環境への影響を減らすことを目的としています。彼らの製品は、肉のように見える、匂う、焼く方法も同じです。しかし、価格は伝統的な牛肉よりも高めで、健康面では脂肪、コレステロール、抗生物質、ホルモンが含まれておらず、特定のビタミンやミネラルは豊富です。ただし、ナトリウムの含有量は高く、過剰加工されています。彼らは、肉を食べ続けたいと考える人々にターゲットを設定しており、市場シェアを拡大するために、高級レストランでの発売を通じてブームを作り出しました。
🚀 ブームを引き起こした植物由来のミート代替品のマーケティング戦略
Impossible Foodsは、高級レストランでの発売を通じてブームを作り出し、その後、一般市場に向けて製品を普及させています。彼らは、植物由来のミート代替品を、動物由来の肉製品と同じように美味しく、健康に、環境に優しい選択肢とすることを目指しています。彼らの戦略は、他の人気ブランドと同様に、プレミアム製品から始め、その後、一般大衆向けにリーズナブルなバージョンを提供することでブランドの認知度を高めています。しかし、肉業界からの反発もあり、いくつかの州では、動物由来でない食品をミートと表現することを禁止する法律が制定されています。
Mindmap
Keywords
💡Impossible Foods
💡植物性ハンバーグ
💡環境保護
💡ハeme
💡市場シェア
💡食肉愛好家
💡市場拡大
💡健康性
💡経済的効果
💡市場競争
💡ブランディング
Highlights
Impossible Foods aims to target meat consumers with its plant-based alternatives to beef, pork, and sausage, made primarily from water, soy protein, coconut oil, sunflower oil, and natural flavors.
The company's mission is to replace the global animal meat industry to reduce the climate change impacts of animal agriculture.
Impossible Foods believes plant-based products will completely replace animal-based products in the food world within the next 15 years.
The company created a plant-based burger that is designed to appeal to meat lovers, with a focus on how it smells, cooks, and looks both before and after cooking.
Impossible Foods was founded by Pat Brown, a Stanford Medical School professor, with the goal of solving climate change through focusing on animal agriculture.
The key to the Impossible Burger's taste is heme, an iron-containing molecule found in all living cells, which gives meat its characteristic flavor.
Heme is produced in large quantities by Impossible Foods by extracting DNA from soy plants and inserting it into genetically modified yeast.
The company's products are positioned as premium, exclusive, and desirable to build brand recognition before becoming more affordable for the mass market.
Demand for the Impossible Burger exploded in 2019, leading to a highly publicized shortage at restaurants and increased manufacturing capabilities.
Impossible Foods has raised $1.3 billion at a valuation of about $4 billion since its founding in 2011.
The company's strategy includes creating buzz with celebrity chefs and tech community recognition to drive demand for its meatless burgers.
Replacing one pound of beef with Impossible meat reduces the greenhouse gas footprint equivalent to driving 36 miles in an average American car.
Impossible meat is priced higher than traditional ground beef, with one pound costing about $10 to $12 compared to $4 to $6 for beef.
While healthier in some aspects, Impossible meat has about five times more sodium and is heavily processed compared to traditional beef.
The company's initial rollout strategy involved launching in high-end restaurants with celebrity chefs to create buzz and exclusivity.
Impossible Foods faces challenges from the meat industry, including legislation that bars companies from representing products as meat if they don't come from an animal.
The company's long-term goal is to completely replace animals in the food system by 2035, focusing on making plant-based meat taste as good or better than traditional meat.
As Impossible Foods achieves economies of scale, prices are expected to come down, making plant-based meat more accessible to a wider audience.
Transcripts
this is an impossible burger
it tastes like meat and bleeds like meat
but it's actually made out of plants
meat consumers when they hear about it
they think it's gonna suck okay they
think this is going to be just like
every other veggie burger
a sad attempt at you know
replicating this unbelievably delicious
burger that i love
and those consumers are the ones
impossible foods is targeting
with its beef pork and sausage made
primarily out of water
soy protein coconut oil sunflower oil
and natural flavors
the only consumer we care about is an
omnivore a meat consumer
please vegans and vegetarians if you
like your veggie burger
keep eating it that's because impossible
foods wants to replace
the estimated 1.4 trillion dollar global
animal meat industry
to reduce the climate change impacts of
animal agriculture
plant-based products are
going to completely replace the
animal-based products
in the food world within the next 15
years that's our mission
but america loves its beef pork and
chicken
and the meat industry isn't backing down
without a fight
against so-called fake meat
to fend off the naysayers impossible
foods figured out how to make a
plant-based burger
sexy from the way it smells the way it
cooks the way it looks when it's done
cooking even the way it looks
before you cook it i would describe the
flavor of impossible
as the closest to meat that i've ever
tasted
yes the company created buzz for its
meatless burgers
by courting meat-loving celebrity chefs
and recognition from the tech
community demand for the burger exploded
in 2019
leading to a highly publicized shortage
at restaurants
even celebrities pitched in to help
impossible foods scale up its
manufacturing capabilities in order to
meet growing demand
since 2011 the private company has
raised 1.3
billion dollars at a valuation of about
4 billion
here's how impossible foods turned a
plant-based burger
into a foodie sensation this is suddenly
obsessed
impossible foods was founded in 2011
by pat brown a stanford medical school
professor
who loved his job and had no interest in
pursuing business
but he wanted to help solve climate
change by focusing on animal agriculture
a leading source of greenhouse gas
emissions and biodiversity loss
brown quickly realized the problem
wasn't going to be fixed by regulating
the livestock industry
or persuading people they should eat
less meat
all those things have been tried
multiple times they've never even come
close to success
even most the environmentalists that go
to climate and environmental conferences
are eating steak for dinner
the only way to solve the problem is to
accept the fact that people who love
meat and dairy foods and fish
they're not going to change their diet
they're not going to stop eating foods
that
are a big source of pleasure in their
daily lives
the way to solve the problem is to
figure out a better way of giving
consumers these foods
that they're going to keep wanting do a
better job of delivering it
than the current industry does compete
in the marketplace
and pull the economic rug out from under
that industry
in 2011 impossible foods raised about 9
million dollars in its initial funding
round
brown hired mostly scientists to try and
figure out on a molecular level
what makes meat so delicious
the answer heme a protein essential to
all living cells
the iron containing molecule that makes
meat red
but is also responsible for the bloody
taste of raw meat
and the incredibly intense flavor of
cooked meat
to produce heme in massive quantities
the company extracts dna from
soy plants which have an abundance of
heme
that dna is inserted into genetically
modified yeast
which is fermented to produce lots of
heme
the company debuted the impossible
burger in 2016.
the impossible burger 2.0 followed in
early 2019
impossible sausage hit the market in
2020.
the company wanted to start with a beef
alternative
since cows are the most harmful type of
livestock for the environment
according to the un the cattle industry
alone
accounts for nearly nine percent of
global human caused emissions
especially considering cows expel an
estimated 160
to 320 liters of methane per day
brown says replacing one pound of beef
with impossible
reduces your greenhouse gas footprint by
the equivalent of driving 36
miles in an average american car you
save
water that is equivalent to the average
daily
household water consumption in the u.s
you free up a land area that's
sufficient to support one and a half
new trees but that currently comes at a
cost one pound of impossible meat is
priced at about 10 dollars to 12
depending on where you buy it while one
pound of ground beef
costs on average just four dollars to
six dollars
while experts say impossible meat is
undoubtedly better for the environment
it's not necessarily considered healthy
what it replaces
is a burger made from a cow not a kale
salad
impossible meat is comparable to 80 lean
20 fat ground beef the most
popular lean to fat ratio when it comes
to protein and calories
but impossible meat has less fat no
cholesterol
no antibiotics or hormones and is higher
in certain vitamins and minerals
but impossible also has about five times
more sodium
and is heavily processed though not all
processed foods are unhealthy
so the impossible burger is better for
the environment
and comparable to beef for your health
but does it taste
just as good as meat i asked my boss
nate who's a legitimate
beef connoisseur i got choice
80 20 ground beef that is sold in every
single grocery store
and what did it cost six bucks for two
pounds
this is actually really good i have to
say very good okay here we go
okay
this is not as good as a regular burger
i think the other one just had a little
had more of that meaty heartiness that
savoriness that people love about meat i
can definitely see how dressed up like a
whopper
you couldn't tell the difference but
meat and bread it doesn't
it doesn't compare okay so if you're in
a restaurant and you have impossible
and beef available and they're the same
price what are you gonna go for
beef really every time i eat meat
but i would take this because i'm really
motivated
to want to eat less meat you know and
some people aren't
it's people like my boss nate and myself
who impossible foods is
targeting with its plant-based meat
people who eat meat
and don't want to stop or can't stop
because it's just good all the
plant-based products combined have a
fraction of a fraction
of the market share of the animal-based
product there's just no upside
to trying to compete against each other
for that tiny share of market
all the growth is in the omnivore market
in the u.s plant-based meat sales
amounted to 622.6 million dollars in
2019
that's compared to 61.4 billion dollars
in traditional meat sales in the same
period
impossible's top competitor beyond meat
which went public in 2019
brought in about 298 million dollars in
net revenue
globally that year more than triple the
year before
projections about how fast the global
plant-based meat market could grow
vary a lot to 85 billion dollars by 2030
on the high end
to a more conservative estimate of about
8 billion dollars by 2026
that's still a fraction of traditional
meat sales today
barclays pegs the global meat industry
at 1.4 trillion dollars
a number expected to multiply as the
world population grows
and incomes rise in developing countries
brown says only about 10 percent of the
u.s population of 330 million
has even tried an impossible burger
the other 90 is in this category of
people who think
it's just another crappy veggie burger
why would i want to try it and so forth
the biggest challenge right now is
figuring out how to effectively and
incredible way
communicate to meat lovers that you
should try this
impossible foods planned its initial
rollout to drum up buzz with its target
audience
instead of debuting in grocery stores
the impossible burger
launched in a handful of high-end
buzzed-about restaurants
helmed by meat-loving celebrity chefs
like tracy desjardins
chris cosentino and netflix star david
chang
chang was the first to introduce the
impossible burger at his restaurant
momofuku nishi to lines around the block
so this guy is a meat guy to the bone
the perfect person for us to launch with
after all chang once famously removed
nearly all the vegetarian options at one
of his restaurants
to make a point about refusing to give
in to vegetarian trends
the most important message we need to
send to consumers
is that uncompromisingly delicious meat
that can satisfy hardcore people like
these chefs
doesn't have to come from animals
anymore for the first
couple of years it was super hard to get
an impossible burger and so i think that
was
that was certainly by design because
that's how marketing works but that was
also just
what they had the capacity to do
ultimately
the impossible burgers launch was much
better for publicity
than it was for the company's bottom
line that made a splash that was way out
of proportion to how much we sold
but that was all part of the plan
impossible foods took to the market
with a strategy that has worked for
other buzzworthy brands
like tesla and oatley make a premium
product that is hard to get exclusive
and desirable
to build brand cachet and recognition
then create an affordable version for
the mass market
and try to become a household name
in early 2019 a new product rollout and
spike in publicity
pushed the company to go mainstream
the impossible burger 2.0 debuted at one
of the most buzzworthy events in tech
the consumer electronics show
in january 2019 with improvements in
flavor
texture nutrition and appearance
the burger won numerous ces awards
generating a crush of consumer interest
and it was such a big growth moment
the demand over a very short period of
time
outstripped our ability to supply it
amid a highly publicized
shortage impossible foods scrambled to
scale up its manufacturing
the company began operating its oakland
california plant
24 hours a day seven days a week and
even contracted with major meat
manufacturer osi group
a longtime supplier of mcdonald's
in 2019 impossible foods raised another
300 million dollars
to ramp up production from the likes of
google ventures
bill gates and a slew of entertainment
celebrities
today impossible meats are sold in 30
000
food service locations and 9 000 food
retailers
but impossible foods is still a long way
off
from its goal we made our our mission to
completely replace
animals in the food system by 2035 the
pig and the cow
are not working on getting more
delicious impossible foods
is working every day working hard every
day to make our products more delicious
but the beef industry isn't backing down
without a fight
a growing number of states are passing
legislation
pushed by cattle industry groups that
bar companies from representing products
as
meat if they don't come from an animal
the largest meat companies in the world
have also jumped on the bandwagon and
launched their own
plant-based meat products as impossible
foods achieves more economies of scale
prices will come down
but to reach its goal and win over the
hardcore meat lovers
impossible foods will have to convince
them it's plant-based meat
tastes just as good if not better
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