The Impossible Burger uses 95% less land and 74% less water to produce compared to a regular beef patty – but there’s much more to this veggie indulgence. Juicy, meaty and bloody, it’s hoping to coax stubborn carnivores over to the sustainable side, helping to preserve the planet in the process.

Australians may love their meat, but they are not yet sold on the idea of lab-grown alternatives, with just half saying they would try it. It ticks all the boxes for environmental concerns, animal welfare and even taste, but the one final hurdle to overcome is the mystery of the science itself.

America's long running cultural affinity with meat may be coming to an end, with two thirds of Americans saying they're consciously eating less meat. Driving this change in behavior is health concerns, cost and increased awareness in animal welfare – especially among American Boomers.

American fast food chain White Castle has added Impossible Food’s plant-based patties to menus at select restaurants nationwide. Vegetarian alternatives that look and taste like meat are becoming increasingly popular as mass market veganism comes to the fast food sector.