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Beyond Meat’s competitor Impossible Foods plans to launch in grocery stores in September after getting FDA approval

Beyond Meat’s rival Impossible Foods said Wednesday it will sell its plant-based burger in grocery stores in September after the Food and Drug Administration approved its key color ingredient.

The regulator said it has cleared Impossible’s use of soy leghemoglobin — or heme — as a color additive, clearing the way for the maker of imitation meat to start selling its products in grocery stores.

Impossible genetically engineers yeast to create heme, the iron-containing molecule that gives meat its taste and aroma.

The New York Times reported in 2017 that the FDA was concerned about the safety of heme, given that it had never been consumed by humans. Last year, the FDA deemed soy leghemoglobin “generally recognized as safe.” But in order to sell its uncooked vegan burgers in grocery stores, Impossible needed the FDA’s approval to use the ingredient as a color additive.

READ FULL STORY: CNBC

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