As its stores are reopening across America, Starbucks wants customers to welcome the new day with the Impossible Breakfast Sandwich. The meatless “sausage” and egg offering is joined on the chain’s summer menu with cold coffee treats.
The ciabatta bread sandwich has 22 grams of protein with its Impossible offering and “cage-free fried egg and aged cheddar cheese,” Starbucks said in a Tuesday (June 23) press release announcing the new menu item.
The sandwich is aimed at “the growing customer-interest in plant-based options,” said Michael Kobori, chief sustainability officer at Starbucks. “Over the years, in response to customer interest, we have added plant-based milk alternatives such as soy, coconut, almond, and oat milk. We are thrilled to expand our plant-based menu.”
The new meat-alternative breakfast sandwich “joins a growing number of plant-based menu items offered to Starbucks customers in the U.S.,” the company said. “As part of these sustainability initiatives, and to meet an increasing customer demand, we will continue to expand plant-based choices as an environmentally friendly menu contributes to our goal to be a resource positive company.”
“Starbucks’ commitment to add more plant-based ingredients to its menu is a new benchmark for large corporations,” said Dr. Patrick O. Brown, founder and CEO of Impossible Foods. His company “is making plant-based foods that deliver unrivaled taste, nutrition and convenience. We’re excited to work with Starbucks, which shares our mission to make the global food system sustainable.”
In a May interview with PYMNTS, Impossible Foods Chief Financial Officer David Lee talked about the huge amount of growth the company has undergone over the past year. This included its debut on the shelves at the more than 1,700 grocery stores nationwide owned by the largest grocery company in the U.S., Kroger. That’s in addition to Impossible’s unveiling on the menu of Burger King with the Impossible Whopper.
Lee said the company’s growth affirmed the goals dating back to when Impossible Foods was founded in 2011: to disrupt the $1.7 trillion global meat market with a substitute for meat. To do that, he said, Impossible had to offer a product that tastes like meat, is bought in a grocery store where consumers buy meat and appeals to meat-eaters, not just vegans.