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Hotel ICON: First Hotel to launch
The Impossible Burger outside the U.S.

A game-changer for the food industry, our planet, and our taste buds

FOODIE

Innovative hospitality thought leader Hotel ICON partners the Impossible Foods as the first hotel outside its home market of U.S. to launch the Impossible® Burger.

Hotel ICON’s Food & Beverage team of innovators are working closely with hyper-localised food suppliers, spawning a whole new generation of exclusive food collaborations where patrons can enjoy one-of-a-kind products, customised just for them.
 
The first of these products is the Impossible® Burger, Impossible Foods’ delicious first product -- meat made entirely from plants, for meat-lovers, and a much more sustainable alternative to conventional ground beef. Impossible Foods is a food technology company whose mission is to create a truly sustainable food system through its innovative platform of “uncompromisingly delicious” meat, dairy, and fish products. 
 
From design to daily practice, Hotel ICON is fully-resourced as a live research lab. Hotel ICON’s partnership with Impossible Foods represents its interest in more innovative and sustainable food products.
 
According to Richard Hatter, the General Manager of Hotel ICON, “The Impossible® Burger cooks, tastes and smells like ground beef from cows—but is made entirely from plants”.
 
Hatter said, “It’s about being a steward of the land, making sure that the products that we serve are sustainable and healthy.”

 

The Impossible® Burger is produced without hormones, antibiotics, cholesterol or artificial flavours. It uses about 74 percent less water, generates about 87 percent fewer greenhouse gases, and requires around 95 percent less land than conventional ground beef from cows.

 

The new ICON Impossible® Burger, a plant-based burger, will come topped with onions and pickles, served on a vegetarian bun with special sauce and Sweet Potato Fries. Available at GREEN, it costs HK$148+ 10% individually and can be loaded with additional ingredients including Fried Egg, Avocado, American or Smoked Gouda at additional charges.

 

 

In the preview launch of the Impossible® Burger at GREEN on 14th May 2018, our chefs demonstrated the versatility of the plant-based product unveiling the following dishes, prepared in six different cooking methods. Cooked in an authentic way that embodies the best of Hong Kong and South East Asian Cuisine, there are plans in the pipeline to serve these dishes in our award-winning The Market restaurant over the next two months.

“We have customers from over 15 countries around the world as well as Hong Kongers, and this collaboration brings a superior product to our customers, and gives us the ability to learn a new way of enjoying non meat. At ICON, our customers are explorers looking for something different, original and refreshing. The Impossible® Burgers will appeal to the adventurous and creative customers.” added Hatter.
 
“We have chefs from Thailand, Malaysia, Singapore, India, China and Hong Kong and the Impossible Food products offer the chefs an opportunity to explore and innovate to invent tasty plant-based dishes for meat-lovers”.
 
Chef Kin from GREEN: BAKED Meat balls 
Chef Data from The Market: Tandoori Kebab and Samosas from our TANDOORI OVEN
Chef Danny: PAN FRIED Thai Country sausage 
Chef Hong from The Market: OVEN BAKED Breakfast Herbed sausage 
Chef Philip, Executive Chef: ICON Impossible® Burger on a GRIDDLE
Chef Lok from The Market: STEAMED Bun with Hoisin Sauce 

 

“Whenever my family and I eat out in Hong Kong we’re usually ordering vegetarian because you don’t always know if the meat is pastured or raised badly which is bad for the environment and ourselves. With all the shortcuts that big companies take to reduce costs, all the processed food…people are tired of that. With the launch of The Impossible® Burger at ICON, this shows guests that we’re transferring a good product over to them. Food quality remains the number one priority,” said Hatter.
 
The Impossible® Burger was created by Impossible Foods, which makes delicious, nutritious meat and dairy products directly from plants -- with a much smaller environmental footprint than foods from animals. The privately held company was founded in 2011 by Patrick O. Brown, M.D., Ph.D., formerly a biochemistry professor and Howard Hughes Medical Institute investigator at Stanford University. Impossible Foods has attracted an all-star list of investors including Bill Gates, philanthropist and co-founder of Microsoft, Li Ka-shing, Asia’s third-richest man, Singapore state-owned investment company Temasek; Khosla Ventures; and Open Philanthropy Project, an investment fund led by Facebook co-founder Dustin Moskovitz and his wife Cari Tuna. 

 

Click here to view all the locations selling the Impossible Burger.  

 

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