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Major burger chain Umami Burger is expanding its partnership with tech startup Impossible Foods after crediting the company for ‘playing a significant role’ in its growth.
The food company’s flagship product – the Impossible Burger – is now the exclusive plant-based burger at all 22 Umami Burger locations in the USA. The chain has sold more than 140,000 of the burgers to date, including limited edition celebrity builds, including a partnership with Jaden Smith.
The patty has been one of Umami Burger’s bestsellers since it launched in May 2017, after the eatery created a variety of burger builds in a bid to appeal to as many consumers as possible.
Exclusive
In addition, Umami Burger’s parent company, sbe, is making the Impossible Burger the exclusive plant-based burger at the Delano Hotel and Beach Club. Sam Nazarian, Founder & CEO of sbe, said: “Umami Burger and Delano Hotel South Beach are thrilled to continue to drive culinary innovation with our partner Impossible Foods with new products for the market and our guests.
“We are excited to continue building a stronger relationship with Impossible Foods – bringing the plant-based meat to the domestic Umami Burger locations and to our award-winning Delano South Beach food and beverage program.
“sbe’s Culinary Innovation Lab headed by our Chief Culinary Officer Martin Heierling with the incredible team at Impossible Foods will continue to collaborate to create new unique options for our customers.”
‘Demand is strong’
Stephanie Lind, Senior Vice President of Global Sales of Impossible Foods, added: “Our partnership with Umami Burger proves that demand for the Impossible Burger starts strong and stays strong.
“Umami Burger’s leadership also demonstrates an exceptional sense of innovation, managing to surprise and delight customers with delicious, new Impossible offerings.”
