NEW YORK — Impossible Foods CEO Pat Brown insists his meatless burger is meat, explains why the product drew criticism from PETA, and admits he isn’t the best taste tester for his own product.
The company’s patties are made with an ingredient Brown says helps replicate the taste of meat: a “heme” molecule found in the root of a soy plant, which is then fermented in yeast.
Because the ingredient hadn’t been used in the food supply, the company tested it on rats to show the Food and Drug Administration it could be “generally recognized as safe.” PETA has criticized the company for that testing, which it says was unnecessary and included the rats being killed so their organs could be examined.
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