The biggest name in plant-based meat has landed in Aotearoa, says The Spinoff. After a trial run in select restaurants, the first ‘Impossible’ product, a plant-based burger patty, can now be found on shelves at 200 Countdown stores. It’s a brand that Sophie Gilmour, the owner of Middle Eastern restaurant chain Fatima’s, believes is here to stay. Fatima’s ‘Impossible’ koftas are so popular – “they pop off in Ponsonby” – they’ve become a permanent menu fixture. At Burger Burger, a $19 Impossible burger sold out at all five stores on launch day.