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Food For Now: Stuff’d® becomes first QSR in Asia to replace beef with Impossible™ Beef

Starting 2nd November, Stuff’d®, the largest burrito and kebab QSR chain in Singapore, begins an island-wide campaign to completely replace beef from cows on its menu with Impossible Beef made from plants. This campaign will run for an initial 3 months, at all 36 outlets in Singapore. This decision makes Stuff’d® the first QSR chain in Asia to entirely replace animal beef on its menu with Impossible Beef.

Stuff’d® will drop the prices of the Impossible™ Kebab, Impossible™ Burrito, Impossible™ Salad and Impossible™ Daily Bowl® by up to 25% to match the previous prices of items made with conventional ground beef, another significant milestone for both companies to encourage a wider audience to try this delicious offering, without paying a premium.

Mathew K George, Head of Operations at Stuff’d® said: “I’m excited to announce our decision to launch a 3-month campaign to fully replace conventional beef from animals with Impossible Beef. We’ve had Impossible Beef on the menu for the past 2 years, and the response to the product has been positive. With the added ability to price-match the Impossible Beef with conventional beef from cows, we hope to introduce this plant-based protein to a wider audience. By serving more sustainable fare that’s just as delicious and nutritious as animal meat, we are hopeful of the impact we can create for the communities Stuff’d® is in as well as our planet.”

Founded in 2014, Stuff’d® has quickly become a fast-casual staple amongst customers seeking a healthier, nutritious lifestyle across Singapore and Malaysia. The delicious take-out menu focuses on healthiness and affordability, with wholesome natural ingredients prepared in-house in small batches and menu items made daily from scratch. In addition to their signature kebabs and burritos, Stuff’d® also offers quesadillas and Daily Bowl® options. Impossible Beef is available as a filling for any item on the menu, and can be added to kebabs, burritos, quesadillas and bowls that are made fresh in the outlets daily.

To celebrate the launch, Stuff’d® will run a two-week Instagram giveaway for three fans to win a month’s supply of Stuff’d® ImpossibleTM items. From 4 to 17 November, fans can simply post a photo of themselves enjoying any Stuff’d® Impossible items on Instagram, tagged with the hashtag #StuffdwithImpossibleFoods, for a chance to win. Aside from the giveaway contest, consumers who purchase any 2 Stuff’d® Impossible items will also receive a limited edition tote bag, while stocks last.

“We are experiencing major environmental disruptions to our climate at least in part due to our food system’s reliance on animal agriculture,” said Laurent Stevenart, Singapore Country Manager of Impossible Foods. “We’re encouraged by the decisions of like-minded partners like Stuff’d® to make bold decisions to greatly reduce the environmental footprint of their stores by removing beef from cows from their menu. Impossible Beef delivers the same experience as conventional beef, so we know that customers won’t miss a thing..”

Impossible Beef is versatile, nutritious and delicious. It looks, tastes and smells like ground beef from cows – but is made entirely from plants, so it has a much smaller environmental footprint than meat from animals. Impossible Beef uses 96% less land, 87% less water, and generates 89% less greenhouse gasses. Every 113g serving of Impossible Beef consumed is the equivalent of environmental savings of 7 square meters of land, 3 kg of CO2, and 84 litres of water.

To celebrate the launch, Stuff’d® will run a two-week Instagram giveaway for three fans to win a month’s supply of Stuff’d® ImpossibleTM items. From 4th to 17th November, fans can simply post a photo of themselves enjoying any Stuff’d® Impossible items on Instagram, tagged with the hashtag #StuffdwithImpossibleFoods, for a chance to win. Aside from the giveaway contest, consumers who purchase any 2 Stuff’d® Impossible items will also receive a limited edition tote bag, while stocks last.

 Terms and conditions apply:
● Three winners will win 30 Stuff’d® Impossible products
● Redemption is valid for Impossible Kebab, Impossible Burrito, Impossible Quesadilla and Impossible Daily Bowl®
● Products to be redeemed within 2 months from day of winners’ announcement
● Redemption can be done in person at any Stuff’d® outlets except for self-ordering kiosks only outlets at Clifford    Centre and Republic Plaza

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