The Impossible Burger is a meatless hamburger, but it tastes, smells, and bleeds like a real beef patty. The secret ingredient? Neuroscience.
Flavor scientist Celeste Holz-Schietinger asks “What makes meat, meat?“ and interrogates how the brain associates a food with the eating of actual meat. Impossible burger set out to create this meat-eating sensory experience.
Is this the future of meat. Impossible foods is now a vegan option at the White Castle fast-food chain. Are we ready for 100% plant-based, lab-grown food to be a staple of our diets?
Quartz is a digital news outlet dedicated to telling stories at the intersection of the important and the interesting. Visit us at to read more.
Become a member of Quartz, your exclusive guide to the global economy: