Today’s students want to have it all: bold flavour, health-conscious options and brands that align with their values. And when it comes to food, they’re not just eating - they’re influencing. With 91% of ImpossibleTM buyers regularly eating meat1, it’s clear that the plant-based revolution is not being led by vegans, but by a new generation of flexitarians seeking indulgent, sustainable swaps.
ImpossibleTM is built for modern menus and busy kitchens. In blind taste tests, 63% preferred ImpossibleTM ‘Beef’ over animal-derived beef2. It also retains 92% volume when cooked3 and stays juicy in a hot hold for over an hour. That means less shrinkage, better value, and flavour diners will be left craving.
Gen Z are health-conscious but hedonistic. 71% say they proactively lead a healthy lifestyle4, and they’re looking for food that feels good and does good. 66% want brands to reflect their values, and over half expect nutritional information and healthier options when eating out5. Impossible™ combines quality ingredients with protein-rich nutrition - proving that indulgence and goodness can go hand in hand.
Sustainability isn’t a bonus for the younger generation - it’s an expectation. Compared to animal beef, ImpossibleTM uses 96% less water, 92% less land, and generates 77% fewer greenhouse gas emissions6.
For students, plant-based isn’t a silo, it’s standard. ImpossibleTM gives chefs the freedom and flexibility to serve both comfort classics or trend-led dishes with no compromise on flavour or texture. It’s about uncompromised meat pleasure that serves the new generation of diners and ticks all the boxes.
It’s time to revolutionise your menu!
Shop today: Brakes link: https://www.brake.co.uk/shop-our-brands/impossible-foods
