# Dairy-Mimicking Milk Alternatives Impossible Aims to Launch 'The Impossible Milk By Ell Smith | Published 2020-10-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/the-impossible-milk References: [adweek](https://www.adweek.com/creativity/impossibles-new-mission-a-non-dairy-milk-that-will-mimic-the-real-thing/) & [impossiblefoods](https://impossiblefoods.com/ca/hello-canada/) After championing the faux meat burger industry, [Impossible Foods](https://www.trendhunter.com/trends/impossible-ranch) has a new goal of creating a milk alternative that tastes like the real thing -- the project will be named 'The Impossible milk.' What sets Impossible's burgers apart are their likeness to real meat. While most veggie burgers can boast a delicious flavor profile, few capture the same sensibilities that a meat burger can. Impossible aims to apply that logic to the [milk alternative industry](https://www.trendhunter.com/trends/proteinrich-milk-alternative), creating a dairy-free drink that tastes just like the real thing. According to the company’s founder Pat Brown, “Our intent is not just another [plant-based milk](https://www.trendhunter.com/trends/plantbased-whole-milk) to add to the shelf... It’s critical to our mission to make something that for dairy lovers is better than anything that comes from a cow.” Image Credit: Impossible Foods ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 28% | Activity: 48% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Dairy-free Milk Alternatives:** There is a growing trend among consumers for dairy-free milk alternatives that taste as close to real milk as possible. - **Plant-based Food Innovations:** The success of Impossible Foods’ faux meat burgers has paved the way for plant-based food innovations and market disruption. - **Food Technology Advancements:** Advancements in food technology are allowing for the creation of dairy-free milk alternatives that more closely mimic the taste and texture of real milk. ### Sectors Adopting This - **Dairy Industry:** The dairy industry will face competition from dairy-free milk alternatives that provide dairy-like taste and nutrition for health and environmental reasons. - **Plant-based Food Industry:** The success of Impossible Foods’ faux meat burgers has paved the way for plant-based food innovations and market disruption, including in the milk alternative industry. - **Food Technology Industry:** Food technology companies are increasingly investing in innovative ways to create dairy-free milk alternatives that taste and feel like real milk, creating new markets and opportunities for disruption. ## Related on Trend Hunter - [Lab-Cultured Milks](https://www.trendhunter.com/trends/unreal-milk.md) - [Animal-Free Milk Alternatives](https://www.trendhunter.com/trends/betterland-cowfree-milk.md) - [Dairy-Identical Alt Milks](https://www.trendhunter.com/trends/remilk-the-new-milk.md) - [Authentic Dairy-Free Milks](https://www.trendhunter.com/trends/mlkology.md) - [Functional Milk Alternatives](https://www.trendhunter.com/trends/strive-milk-alternatives.md) - [Sustainable Animal-Free Milks](https://www.trendhunter.com/trends/very-dairy.md) - [Revolutionary Plant-Based Milks](https://www.trendhunter.com/trends/the-silk-nextmilk.md) - [Animal-Free Milk Proteins](https://www.trendhunter.com/trends/animalfree-milk-protein.md) - [Animal-Free Dairy Milks](https://www.trendhunter.com/trends/bored-cow.md)