Starbucks jumps on 'impossible' trend with breakfast

At Starbucks? That’s Impossible… or is

Starbucks competitor Dunkin' added a Beyond Meat breakfast sandwich previous year after a successful trial. Dr. Patrick O. Brown, creator and CEO of Impossible Foods, stated Starbucks' "commitment to include more plant-based ingredients to its menu is a new criteria for big corporations".

"We're pleased to add the Impossible Breakfast Sandwich", said Michael Kobori, chief sustainability officer at Starbucks, in a press release. "To meet the growing customer-interest in plant-based options". "Our quest is to be everywhere that meat is sold, and it's hard to get more "everywhere" than Starbucks".

Starbucks said earlier this year that it would add plant-based meat to its menus worldwide as part of an effort to reduce its environmental impact.

It's not the only fast food breakfast sandwich with an Impossible twist.

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Impossible Foods was first founded in 2011, but obtained some serious name recognition in April 2019 when it inked a deal with Burger King, which featured the Impossible Whopper on thousands of menus in the U.S. The sandwich brought in new customers and increased average check size-with orders featuring the product averaging more than $9-according to Restaurant Business Online. Restaurant volume sank, per mandated physical closures, but grocery stores, specialty shops and new DTC channels made up some of those losses and kept the momentum going.

After the news caught consumer's attention, a spokeswoman said, "Starbucks works with a variety of suppliers around the globe", defending the new Impossible Breakfast Sandwich.

The Impossible Breakfast Sandwich features savory Impossible Sausage Made from Plants, which is then combined with a cage-free fried egg and aged cheddar cheese and served on an artisanal ciabatta bread.

In addition, Starbucks is also debuting new beverages - a cold brew with cinnamon almond milk, and a cold brew with dark cocoa almond milk - as well as expanding the availability of oat milk to California stores.

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