With regards to taste, Impossible ground beef specifically has not been subjected to any public taste tests. However, as reviewed above, the Impossible Burger, which is made of similar ingredients, has been found to taste equivalent in some studies. The study does not describe exactly the form of the beef in the steak burrito, making its taste equivalence less certain but probably still a reasonable inference. For the ground beef served on the build-your-own entree line, taste equivalence seems very likely. We can further surmise that the Impossible ground beef meals in the study were at least desirable: a follow-up survey found that 71% of purchasers were repeat purchasers (Malan, 2020, p. 189).
Sogari et al. (2023) found the Impossible Burger’s mean preference ranking in a blind taste test was not statistically significantly different than a beef burger (2.1 vs 2.5, respectively, indicating both burgers ranked around second on average). That said, the beef burger may have been significantly less salty than the Impossible Burger, potentially lowering the bar for taste equivalence. Another blind taste test found that the Impossible burger patty had a similar average liking score to a beef burger (Chicken and Burger Alternatives, 2018).[6] Moreover, complete meals containing plant-based meats tend to be somewhat better liked than plant-based meats on their own (Hoek et al., 2012, Table 6; Qammar et al., 2010, p. 554), although this trend may not be universal (Elzerman et al., 2011, fig. 2).
There are also numerous other studies discussed in the paper to which I’d refer you. I discuss some of the issues with the idea of “tastes the same” and “as convenient” here.
It seems intuitive to me that if you give people the opportunity to get a product that tastes the same, costs the same, is just as convenient and nutritionally identical, most people will shift.
I appreciate this intuition, but wold urge you to consider the empirical evidence alongside it.
On the Malan trial, I write:
There are also numerous other studies discussed in the paper to which I’d refer you. I discuss some of the issues with the idea of “tastes the same” and “as convenient” here.
I appreciate this intuition, but wold urge you to consider the empirical evidence alongside it.