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7-Eleven Singapore has just bolstered its line-up of plant-based ready meals, launching six new Impossible Beef offerings islandwide. Landing across more than 350 outlets, the convenience giant’s new Impossible products, from onigiri to spicy wraps, are all priced under S$6, in yet another move to make plant-based eating affordable to the masses.
7-Eleven Singapore has launched a new range of Impossible Beef dishes across all 350 outlets islandwide. Partnering with the Silicon Valley food tech, the new dishes all contain the iconic Impossible Beef alternative made with soy protein and the company’s heme ingredient that gives its “bleeding” appearance and iron-rich mouthfeel.
There will be six new dishes in total, all available for less than S$6 (US$4.42), adding to 7-Eleven Singapore’s existing Impossible Deluxe Burger that rolled out earlier this year. It marked Impossible’s first convenience store debut in Asia.
Six new Impossible Beef meals
Across all of 7-Eleven Singapore outlets, consumers will be able to choose from six new halal-certified Impossible Beef offerings in total, many of them inspired by Asian flavours to cater to local tastes. One of them, the Impossible Minced Meat Noodles (S$4.70), is a plant-based take on Singapore’s iconic hawker dish Bak Chor Mee.
Others include an Impossible Spicy Pineapple Burger (S$5.90), Impossible Spicy Wrap (S$4.20), and the Impossible Rendang Onigiri (S$2.80), the most affordable option of all and the first-ever Impossible convenience dish available for under S$3.
7-Eleven Singapore rounded out the menu with international fare, including the Impossible Meatball and Mash (S$4.70) and Impossible Shepherd’s Pie (S$4.20). Most items do contain dairy or egg ingredients, making them suitable for vegetarians but not vegans.
Plant-based for the masses
Commenting on the launch of the new Impossible dishes with 7-Eleven Singapore, the Silicon Valley food tech said it marked another milestone in making plant-based options affordable and accessible to the mass market, especially in Asia where convenience chains are a budget-friendly go-to option for mainstream consumers.
“Following the immense popularity of the 7-Select Impossible Deluxe Burger earlier this year, we’re thrilled to expand our collaboration,” said Laurent Stevenart, country manager for Impossible Singapore. “The convenience of 7-Eleven’s store footprint is unmatched, and we’re excited to offer more affordable options to their loyal customers.”
Stevenart added that Impossible has long-term plans to become even more affordable, ultimately “achieving price parity with beef from cows” in order to displace unsustainable animal agriculture. According to the company, its plant-based beef uses up 96% less land, 87% less water and emits 89% fewer GHGs compared to conventional beef.
Steven Lye, managing director of 7-Eleven Singapore, says that the chain has plans to continue to ramp up its plant-based offerings to cater to demand, and is committed to making meatless options “more accessible and convenient anytime, anywhere”.
Over in Hong Kong, 7-Eleven has partnered with Green Monday to launch ready meals, dim sum and plant-based snacks and drinks across more than 700 outlets in the city. Both Hong Kong and Singapore franchises are operated by the Dairy Farm Group, a subsidiary of Jardine Matheson.
Impossible Foods also sells its plant-based meat products in Hong Kong and Singapore retail channels, as well as in hundreds of restaurants in both cities. It recently announced plans to launch its newest analogue, Impossible Pork, across restaurants in Hong Kong from October, and in Singapore by November.
All images courtesy of Impossible / 7-Eleven Singapore.
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