After the author's lunch date tossing the impossible burger because it was "gross" with the fake blood in it, I think this tells us a lot:




There have been soy burgers available for decades. I always thought of them mostly as something for the vegetarian/vegan to eat at a family cookout, so they'd have something other than lettuce and tomato to put in their hamburger bun, and at least it provided a little protein, albeit low quality protein. They didn't care that it tasted icky - they'd been off real meat long enough that they convinced themselves that it was a good substitute for meat.

But now this company is going after the hardcore meat lover. Why? I believe it's because if they can convince hard core meat lovers that their fake meat with the beet juice "blood" dripping from it tastes like real meat, it sends a psychological message that you're eating blood when you eat a real burger, or any other meat - a concept that they hope will be so disgusting to meat lovers that they'll switch to a plant based diet, which for companies like Impossible Foods, means creating more and more highly processed (and profitable) meat substitutes. I doubt PETA will be the least bit upset by one more step towards everyone on the planet eating a plant based diet either.