Impossible Foods, the creator of fully plant-based meat and dairy products that aim to giveconsumers the taste and benefits of meat and dairy with a much smaller environmental footprint, is redefining the  notion of technology.

The company debuted the now widely known Impossible Burger 2.0 at CES 2019, handing out more than 12,000 sliders from their food truck in Central Plaza.

Named Engadget’s “Most Unexpected Product,” “Most Impactful Product” and “Best of the Best” at CES 2019, the fully plant-based burger is kosher and halal-certified, and contains no gluten, 0 mg cholesterol and as much bioavailable iron and protein as conventional beef from cows.

Impossible Foods turned to CES 2019 to launch their latest food tech for media exposure and to get themselves in front of consumers with the goal of altering people’s plant-based anxiety.

“We are trying to get the product to audiences who can really move the needle in their communities from all over the world,” says Rachel Konrad, chief communications officer at Impossible Foods.

The launch of the Impossible Burger 2.0 marked the first time a food company exhibited at CES.

“CES is the ultimate world-class roster of disruptive tech. And food is the ultimate technology: digestible tech. It is the marriage of science and nature, and that is what technology is all about,” Konrad says.

The company also participated in two CES conference panels and hosted 350 guests at a media event and press conference.

From CES 2019, Impossible Foods garnered more than 446 million media impressions, with more than $4 million USD in ad value equivalency. CES has become a significant date on influencers' calendars — not only among conventional tech executives but also among some of the world's most important trend setters in food. During the 2019 show, senior executives from White Castle, Burger King and other current and prospective partners visited the Impossible food truck.

With 300 standalone media articles about the burger within the first 12 hours of the show, Impossible Foods and the Impossible Burger 2.0 intrigued consumers and global restauranteurs. Their order book more than doubled from their CES presence, and they obtained notable top-tier coverage, including placements in CBS, Forbes and Quarts, among others.

“We had very specific goals around the ads, engagements and mentions we wanted to bring in from CES. And it really blew away all our expectations,” Konrad says.

“It was totally unprecedented,” she says of their exposure and success at CES 2019. “There is no doubt in anyone’s mind here at Impossible Foods that CES was and is the right choice for us to launch our product.”