Impossible Meat Expansion: Disney Parks To Begin Selling Plant-Based Products

The growth of Impossible Foods' plant-based meat substitutes on Tuesday took a big step forward. The Walt Disney Company has announced that it will soon begin selling Impossible burgers at its theme parks, resorts, and cruise ships, beginning with an initial rollout. Disney first promised to introduce plant-based food options at its parks and beyond in 2019.

Impossible burgers and meatballs will be available for customers at Disney’s California Adventure Food & Wine Festival later in the week. Following that, the company will begin introducing the vegan-friendly foods at more locations, starting with Tony’s Town Square Restaurant at the Walt Disney World Resort.

“We’re excited to add more items featuring the Impossible Burger to our menus,” John State, the culinary director for Disneyland Resorts, said. “We’re always looking for ways to bring more flavor, innovation and creativity to the Disney dining experience.”

Impossible Foods' products, and those of its main rival, Beyond Meat, have been a fast-growing trend in the past year. Major fast-food chains like McDonald’s, Burger King, and Dunkin have introduced meat-free options using the companies’ offerings. While Beyond saw a recent setback with the removal of its products from Tim Hortons menus in Canada, all signs point to the plant-based meat substitute trend continuing to grow. Euromonitor estimates that the market for such products could reach $2.5 billion by 2023.

The hospitality arm of Disney’s vast business empire – made up of its famous parks, resorts, and cruises – account for around 35% of the company’s business.