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Impossible Foods makes foray into Singapore, outlines marketing plans

Impossible Foods is launching its brand in Singapore next week, and it is drumming up excitement with a marketing push.

In a statement to Marketing, an Impossible Foods spokesperson said that it decided to open its operations in Singapore because of “the opportunity is voicing out its mission and vision”. The company has appointed Denise Kwok, senior marketing manager to lead the marketing team here in Singapore, but declined to comment on the staff count. The brand currently works with PR agency AKA Asia for communications and digital agency Lion & Lion. Both creative and social media planning duties are led by its in-house team.

Impossible Foods will also be hosting a pop-up public preview of its plant-based meat for the first 500 people at Lau Pa Sat Festival Market. The pop-up will feature its signature Impossible Burger, prior to its launch on 7 March.

Pat Brown, CEO and Founder of Impossible Foods said in a statement, “Singaporeans are blessed with and obsessed with great food. They’re among the world’s most demanding gourmets – and I’m sure the region’s chefs will rise to the occasion and create the world’s most imaginative Impossible dishes yet.”

As a way to introduce its product to the local market, Impossible Foods is partnering up with restaurants such as Adrift by David Myers, Bread Street Kitchen by Gordon Ramsay, CUT by Wolfgang Puck, Empress, Park Bench Deli, Potato Head Singapore, Privé Orchard and Three Buns Quayside.

Impossible will be available to restaurants in Singapore on a limited and exclusive basis through Classic Fine Foods – Asia’s importer and distributor of fine foods. The group specialises in sourcing, importation, storage, marketing and distribution, and has been operating throughout Asia and Europe since 2001. The company declined to share if it would be partnering up with food delivery companies in the interim.

Based in California, Impossible Foods uses modern science and technology to create meat from plants – with a much smaller environmental footprint than meat from animals. To satisfy the global demand for meat at a fraction of the environmental impact, Impossible Foods said in a statement that it has developed a far more sustainable, scalable and affordable way to make meat, without the environmental impact of livestock.

(Read also: Entering SG’s F&B scene: Are international brands biting off more than they can chew?)

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