[Music]
one of these is not a hamburger
this one was created in a lab
it's called the impossible burger and
it's 100
made from plants but unlike your typical
veggie burger
this is bloody and red and it cooks and
tastes like an actual
beef patty and several u.s chefs
have already put it on their menus but
the big difference between this
and a veggie burger scientists made it
using
neuroscience
they started with one pretty profound
question
what makes meat meat celeste holtz
sheetinger
is a flavor scientist how do you get
your brain to actually eat a food
and say yum and associated with
actually eating meat even though this
action
hasn't come from an animal this is
crucial
the impossible burger scientists aren't
just making a vegetarian patty that you
can eat instead of a burger
they want the impossible burger to be
the same exact experience as eating a
beef burger
richard brown is a neuroscientist at
impossible foods
the hamburger will send all sorts of
information to our sensory organs to our
ears
nose to our eyes and tongue
it's only when those sense organs send
information to the brain and they get
integrated that we can never become
aware of the fact that we're
experiencing a hamburger the goal is to
create
that same sensory experience so the
brain can't tell the difference
which takes us back to this question
what makes meat
meat to answer that scientists here are
literally breaking down a beef patty
molecule by molecule and there are
trillions of them
this machine isolates every single aroma
molecule in a burger flavor scientists
sit here sniff and then jot down what
they smell
floral rose apricot foot
cheesy macaroni and cheese old people
crackers some rotting garbage something
they don't want but
at the right combination that gives you
the experience and sickness single to
your brain to say yes i'm eating meat
and this is tasty and one molecule
is essential to that flavor it's called
heme
and it looks and tastes like blood
in cows that's the catalyst the driver
for all of the aroma compounds
that make meat is also responsible for
the color
it is bright red in color and upon
cooking
turns brown turns out you can extract
heme
from soy plants over five years
scientists honed in on other natural
ingredients that create the same sensory
experience
as a hamburger like we proteins for the
fleshy texture of beef
potato proteins for a crispy exterior
when seared
yam and xanthan gums to hold the
ingredients together
and flakes of coconut oil that melt on a
grill then sizzle like beef fat
when you mix those together it looks and
feels like raw beef
and that's when a sensory experience
starts to kick
in this is the moment when scientists
hope
the brain won't be able to tell the
difference between a beef burger
and the impossible burger the impossible
foods scientists
are still tweaking that sensory
experience trying to make a better
burger
their goal is to supply 1 000
restaurants by the end of this year
[Music]
you