Impossible intends to connect conversations about plant-based eating with the dangers of animal agriculture and the loss of biodiversity onset by the climate crisis. While Wild Nuggies will be marketed to children, the meatless product will place attention on how conventional meats – including chicken-based Dino Nuggets – contribute to the global extinction process. Impossible’s team hopes to start a conversation regarding this environmental threat for both younger and older generations.
“Our goal is to spark a conversation at the dinner table about how our food choices impact our planet, and how eating plant-based is the best way for kids to help combat the urgent threat of climate change and nature loss,” Director of New Product Development at Impossible Foods Laura Kliman said in a statement. “With our latest products, we’re showing kids and consumers that they can still have everything they love about meat, but without needing to consume any dead animals.”
Beyond the playful activism, Impossible’s plant-based chicken nuggets boast an environmentally friendly recipe and production process unrivaled by traditional meat manufacturing. When compared to conventional chicken nuggets, Impossible’s plant-based version uses 49 percent less land, wastes 44 percent less water, and emits 36 percent fewer greenhouse gases, according to its Life Cycle Assessment.
The new plant-based Wild Nuggies will not only promote environmental health but consumer health as well. The plant-based chicken is packed with 10 grams of protein per serving and contains 25 percent less total fat and 40 percent less saturated fat than conventional nuggets. The new snacks also contain no extra antibiotics or cholesterol.
Impossible is working to expand its product selections to cater to more customers than ever before. This expansion coincides with the global plant-based market, which is projected to reach 24.8 billion by 2030. Impossible’s revenue also reflects international plant-based interest. Late last year, Impossible an experienced 85 percent spike in quarterly retail revenue year over year. This comes soon after the company exceeded the $2 billion mark in total funding.
This week, the Wild Nuggies will join Impossible’s retail selection at Albertsons, Safeways, and Walmarts nationwide. The company revealed that it will expand to other retailers in the next few months.
The Hidden Cost of Chicken
Impossible is helping lead the charge against the poultry industry, providing several vegan alternatives slated to undercut the grasp that the chicken giants have on the market. Recently, the advocacy organization Mercy for Animals and The New York Times teamed up to expose the appalling and dangerous conditions within the poultry industry.
The Life of Chickens video expoé dives into the poultry farms within the United States to show Americans just how deadly and inhumane cheap chicken production can be. The brutal video calls into question the entire chicken industry, noting not only the unethical conditions but also the accompanying health risks the products pose.
For healthier protein options that are more sustainable and ethical, check out The Beet’s Guide to chicken alternatives, or look out for Impossible Foods’ new Wild Nuggies at a store near you.
The 6 Best Fast Food Chains With Plant-Based Options on the Menu
Fast-food restaurants have finally got the memo that their customer base isn’t just coming through for a burger, fried chicken, or a beef taco. Many now have plant-based foods and are coming up with creative, delicious ways to get more greens on the menu. Here are the 6 best fast-food chains with plant-based options on the menu.