Pure Group’s nood food Launches Plant-Based Impossible Burger Menu

Impossible Foods has partnered with Asia’s leading lifestyle brand, The Pure Group, as the latest company to launch the famed vegan patty to their in-house cafe, nood food. Introducing four new Impossible dishes at Pure Fitness’ Kinwick Centre location as well as Pure Yoga’s just-opened Star Street studio, opposite Pacific Place 3 in Wan Chai, the new additions include two protein-packed burgers: the Impossible nood Burger (HKD128) featuring a classic, juicy burger with lettuce and tomato, and the Impossible Jalapeño Burger with Guacamole (HKD138) for a little extra spice. For a cultural comfort food classic, go for the Greek Impossible Moussaka (HKD128) casserole with thinly sliced eggplant layers, minced Impossible meat and topped with tofu and nutritional yeast for a deep, creamy flavour. Or nestle in for a bowl of Impossible Chilli with garlic toast (HKD128) spiced with cayenne pepper, cumin and paprika.

Swiftly permeating into Hong Kong’s F&B industry earlier this year with its international debut in three of the city’s most popular restaurants: Little Bao and Happy Paradise run by May Chow and Uwe Opocensky’s Beef  & Liberty, the “burger that bleeds” is now available at over 30+ restaurants and hotels throughout the city, including all Cali-Mex locations, Alto Bar & Grill, W Hotel and The Peninsula. The Silicon Valley foodtech also launched its second international market in Macau, partnering with three of Galaxy Macau’s trendy restaurants: The Noodle Kitchen, The Apron Oyster Bar & Grill and Cha Bei. Showing no signs of slowing down, Impossible Foods, have taken to the skies partnering with acclaimed international airline, Air New Zealand, who have begun serving the plant-based burger earlier this summer.

Founded by Stanford biochemist and former pediatrician, Dr. Patrick O. Brown, the Impossible Burger is made from wheat protein, potato protein, coconut oil, and heme – an iron molecule found in every plant that gives the burgers the texture and taste similar to conventional beef. Approved by the FDA and uses significantly less water, land, and greenhouse gases, Impossible’s production would “save at least 3.2 trillion gallons of water and release a land area the size of New England currently being used for livestock,” according to their 2018 Impact Report.

nood food became an instant hit in August 2013 catering to avid yogis looking for nutritious, wholesome meals pre- and post- workout. The nood food counters and healthy fridges offer an assortment of raw, organic, unprocessed foods like superfood smoothies, cold-pressed juices, salad bar, hot food and paleo dishes sourcing responsibly sourced meats and fish.

For more restaurants that feature Impossible Foods, see here. 

Pure Fitness Soho: 2/F, 32 Hollywood Road, Kinwick Centre, Central, +852 8199 8189; Open Monday – Saturday from 7:00AM – 11:00PM; Sunday and Public Holidays from 8:00AM – 10:00PM. 

Pure Yoga Starstreet Precinct: 3-19 Wing Fung Street, Wan Chai. +852 8200 8208; Open Monday – Friday from
6:30AM – 11:00PM; Saturday, Sunday & Public Holidays from 8:30AM – 8:00PM.  

Image courtesy of Sinclair