January 22, 2020

Kosher Consumers Moving Ever So Slowly Towards the Impossible Burger

New York…Esther, a 17-year old high school junior just bit into her first kosher cheeseburger. Her sandwich mimicked the Big Mac with a big burger, two slices of cheese and plenty of lettuce and tomatoes, topped by a liberal dose of ketchup. Amazingly, everything was kosher because the burger was the new Impossible Burger, the vegetarian burger that tastes like the real thing but is totally devoid of meat. But while kosher experts expected a rush to purchase the pareve burger, it has yet to be embraced as was expected. The plant-based products seemed to be a natural for the kosher certified plant-based “meats” but the response has been slow in coming. The demand for these fake meats, it seems in general, is almost entirely driven by people who chow down on animals too. NPD Group found 90% of plant-based-meat eaters also eat real meat on the regular, according to its study late last year, On the other hand, while it has not yet become the food of choice for kosher consumers and vegetarians, Burger King had its best quarter of sales growth in four years thanks to the Impossible Whopper, its parent company said in October. Impossible Burger sparked intense interest among kosher consumers when it launched last year, according to Rabbi Menachem Genack, CEO of OU Kosher.