Call it a culinary oxymoron.
But a lot of efforts have been put in by chefs, food technologists, restaurants to make the veggie burger more “meat-like.”
The latest example comes courtesy of the company Impossible Foods, which two years ago introduced discerning eaters to its meatless burger -- which uses a molecule called heme to make it taste like meat.
Now, the company’s at it again with the launch of a new vegan burger -- and it tastes so much like the real thing that it gave one reporter (at least) a kind of heebie jeebies after eating it.
We explore the phenomenon of meatless foods that try to taste like meat -- and the ensuing cognitive dissonance that sometimes follows.
Matt Simon, science and tech writer who has covered the science of the “bleeding” Impossible Burger for WIRED; tweets @mrMattSimon
Bev Cain, president of Sandelman, a market research and consulting firm focusing on fast food restaurants and casual dining