Impossible Foods has been pioneers at creating plant based meat that cooks, smells and taste like the real thing. The food innovator partners with Air New Zealand to introduce the world’s first vegan burger to be served on board.
Impossible Burger And The Air New Zealand Connection
What’s In The Impossible Burger?
The new limited edition vegan burger aptly named the “Impossible Burger” is infused with “haem”, the same iron-containing molecule found in meat. It’s haem, a component of haemoglobin, which gives meat its unique flavour. Through different trials, the company found that the haem in soy legumes have the similar properties as the ones in animal haemoglobin. As a result, the resulting burger can be made with 75 per cent less water, 87 per cent less greenhouse gases and 95 per cent less land than a beef burger.
Where Can You Find It?
Air New Zealand is known for bringing fresh ingredients and healthier options on board its flights. While other airlines like American Airlines, Delta Air Line and All Nippon Airways serve meat based burgers in the airline. The Auckland based outfit is the first to form a partnership to serve a vegan burger on board. The limited edition Impossible Burger can be found in Air New Zealand’s Business Premier (business class) menu for NZ1 and NZ5 travelling between Los Angeles, United States (LAX) and Auckland, New Zealand (AKL). Boeing 777-300ER is used for these two flights and is configured with 44 Business Premier, 54 Premium Economy and 244 Economy seats. The Impossible Burger would be available from now until the end of October 2018.
For the first time in the skies, after some rigorous screening, @ImpossibleFoods' the Impossible Burger is now available in Business Premier on our Los Angeles to Auckland route. Who’s a foodie who would be all over this plant-based goodness? 🌿🍔 ✈ #ImpossibleBurger pic.twitter.com/3cIptpWVG7
— Air New Zealand✈️ (@FlyAirNZ) July 2, 2018
Air New Zealand’s Inflight Customer Experience Manager Niki Chave says that “We’re confident vegetarians, flexitarians and dedicated meat lovers alike will enjoy the delicious taste of the Impossible Burger, but for those who want to stay with the tried and true it will sit alongside our regular selection of menu items prepared by our talented culinary team and consultant chefs.”
Impossible Foods CEO and Founder Dr. Patrick O. Brown says the company’s mission is to make the global food system more sustainable by making products that don’t compromise on sustainability, nutrition or taste.
“We launched with high-credibility, innovative chefs known for their delicious burgers, so it’s no coincidence our first airline partner has been named Airline of the Year for five straight years.
“The Impossible Burger is available in nearly 2,500 restaurants throughout the United States and now Air New Zealand will help us take the Impossible Burger to even greater heights.”
Healthier Food Options And Marketing Push
Travellers are demanding healthier food options during their journey. Airports and airlines are responding to this trend by introducing alternative food options like salad bars, poké bowls and reduced calorie menu on board and on the ground. Air New Zealand’s strategy to be the first to introduce the Impossible Burger on board not only improves its visibility in the crowded airline industry but also shows potential customers that it will innovate with leaders to offer new food options.
While the Impossible Burger is only available for a limited time, the airline should consider making it a staple on board and at its airline lounges should the burgers prove to be a hit with customers. Would you be interested in trying out this vegan burger?
About Larry Leung and Experience The Skies
Experience The Skies is a consulting company based in Toronto, Canada that specializes in the travel industry with focus on the assessment, competitive analysis and development of loyalty programs, technologies, marketing, ancillary revenue solutions.Follow Experience The Skies on Twitter, Facebook, Flipboard, and Instagram.