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Impossible’s mission: the marketing masterstrokes to get us rethinking meat

From Katy Perry tagging it while dressed as a giant burger to shops consistently selling out of its products and the boss getting into a beef with the big meat lobby, food tech company Impossible has been pushing all the right marketing buttons.

It’s pretty much impossible that you’ve not, by now, heard of Impossible. The Redwood City mock meat maker has grown into a technology powerhouse since founder Pat Brown first boggled burger lovers with his bleeding plant-based patties.