Impossible Foods, the makers of the plant-based burger has launched in New Zealand.
Sold here as Impossible Beef Made from Plants, the burgers have been added to menus at eateries in Auckland, Mt Maunganui and Christchurch.
Among those serving up the beef-that-isn't are burger restaurant Burger Burger and middle-eastern restaurant chain Fatima's.
Before COVID, the Impossible Burger had previously been on offer to travellers in the Business Premier cabin of Air New Zealand's two flights a day between Los Angeles and Auckland.
However, the burgers couldn't be sold anywhere else until the company had its genetically engineered blood-imitation ingredient approved in New Zealand.
Food Standards Australia New Zealand approved the use of the ingredient in December 2020.
That was welcome news to Burger Burger co-owner Mimi Gilmour who first tasted the burgers in the United States and said they were leagues ahead of any other alternative.
A self-proclaimed "meat girl", Gilmour said the Impossible Burger isn't about converting to veganism or vegetarianism; it's about having an alternative.
The expansion into New Zealand is Impossible Foods' third international market launch in the last 14 months.
The burger also launched in Australia yesterday, debuting on the menu at national burger brand Grill'd.
Impossible Foods president Dennis Woodside said launching on both sides of the Tasman was a huge step in the brand's mission to offer a sustainable option to every market.