It looks like a burger, tastes like a burger – but it's a plant

Impossible Foods is on a mission to make a burger so similar to beef that even the most ardent meat lovers can't tell the difference. Have they succeeded?

Raj Aggarwal took a bite of the burger and paused, looked straight ahead as he chewed, and shrugged his shoulders.

"It tastes like a burger, very tasty," said Aggarwal, the founder of a startup called Localytics. "Not quite bloody though."