---
title: "Impossible Foods Is Trying to Make Fake Fish Now"
description: "Impossible Foods, the fake meat company behind the plant-based Impossible Burger, is now working on a recipe for plant-based fish meat."
date: "2019-07-10"
modified: "2019-07-10"
authors:
  - name: "Dan Robitzski"
    link: "https://futurism.com/authors/danrobitzski"
url: "https://futurism.com/the-byte/impossible-foods-fake-fish"
categories:
  - "Food"
  - "Future Society"
  - "Science & Energy"
tags:
  - "fake meat"
  - "impossible foods"
  - "the digest"
---

# Impossible Foods Is Trying to Make Fake Fish Now

![Impossible Foods, the fake meat company behind the plant-based Impossible Burger, is now working on a recipe for plant-based fish meat.](<https://futurism.com/wp-content/uploads/2019/07/impossible-foods-fake-fish.jpg>)
*\<em\>Image: United States Fish and Wildlife Service/Victor Tangermann\</em\>*

## Fishy Smell

Impossible Foods, the meatless meat company behind the plant-based Impossible Burger you've probably seen at trendy gastropubs, is moving into the fake fish market.

The company is reworking its recipe for plant-based beef to recreate a fishy flavor and texture, [according to *The New York Times*](<https://www.nytimes.com/2019/07/10/business/fake-fish-impossible-foods.html>). The move makes Impossible Foods the latest to enter the race to develop convincing and tasty artificial fish, either through concoctions of plant proteins or [lab-grown cells](<https://futurism.com/the-byte/fake-meat-fake-fish>).

## Dirty Water

Replacing fish with fake meat could benefit the environment, as fisheries pollut**e** and deplete wild populations of some species, per the *NYT*. But that may not drive customers to buy filets from Impossible Foods or any of the other companies working on fake fish — much of the boon for the fake beef market came from people who were worried about the [health impacts](<https://futurism.com/fake-meat-thanksgiving>) of eating too much red meat.

"A lot of people will simply say if you eat meat, you're increasing your risk of cancer," Tom Rees, a food industry expert at the market research firm Euromonitor International, told the *NYT*. "There isn’t an equivalent of that for fish."

**READ MORE:** [The Fish Is Boneless. (Fishless, Too.)](<https://www.nytimes.com/2019/07/10/business/fake-fish-impossible-foods.html>) \[*The New York Times*\]

**More on fake meat:** *[You've Heard of Fake Meat. How About Fake Fish?](<https://futurism.com/the-byte/fake-meat-fake-fish>)*

## Author
Dan Robitzki is a senior reporter for Futurism, where he likes to cover AI, tech ethics, and medicine. He spends his extra time fencing and streaming games from Los Angeles, California.

### Author social links  
[Twitter](<https://x.com/danrobitzski>)