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December 26, 2018 - LA Times

Why you can't buy the 'bloody,' meatless Impossible Burger in supermarkets

Why you can't buy the 'bloody,' meatless Impossible Burger in supermarkets
Credit: Impossible Burger FacebookFile Photo / © Photabulous!

The substance was ready to break out this summer after the U.S. Food and Drug Administration, following years of back and forth, declined to challenge findings voluntarily presented by the company that the cooked product is “generally recognized as safe,” or GRAS. 

Heme is “responsible for the flavor of blood,” Impossible Foods Chief Executive Patrick Brown said in an interview this year. “It catalyzes reactions in your mouth that generate these very potent odor molecules that smell bloody and metallic.” 

What’s at issue is how it looks. An FDA spokesman said heme, which is red, needs to be formally approved as a color additive before individual consumers can buy the uncooked product.

Read more at LA Times


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