Get All Access for $5/mo

Impossible Milk May Soon Be Coming To A Latte Near You The makers of the Impossible Burger are testing a milk product that tastes like the real thing.

By Jonathan Small

Opinions expressed by Entrepreneur contributors are their own.

Bloomberg | Getty Images

Got milk? If you're like a growing number of people, the stuff you put in your coffee or your cereal comes from plants —like almonds, soy, rice or oats — and not from cows. But there's just one problem: These plant-based milks don't taste or act like their dairy doppelganger.

Impossible Foods, the company that brought you the Impossible Burger, Pork and Sausage, is working on a prototype of cow's milk. Earlier this week, the company's CEO and Founder, Dr. Patrick O. Brown, announced that they would be bringing on more than 100 scientists in the next 12 months as part of their Impossible Investigator program.

"We want the milk that a dairy milk consumer will choose," Brown said in a virtual conference call with reporters.

Related: Plant-based Meat Has Officially Reached 'Global Phenomenon' Status

Growing market

Impossible Foods is on a mission to end the use of animals to make food. "The greatest problem we face today is our reliance on animal agriculture — the most destructive technology on earth," said Dr. Brown. Indeed, research shows that animal agriculture is the second-largest contributor to human-made greenhouse gas (GHG) emissions after fossil fuels and is a leading cause of deforestation, water, air pollution and biodiversity loss.

Setting their sights on the milk industry doesn't just make good environmental sense; it's good business. The plant-based milk category is worth $2 billion, according to a report by The Good Food Institute and Plant-Based Foods Association. Sales of plant-based milk grew 5 percent in the past year, while cow's milk sales have declined 3 percent.

Related: 5 Key Trends in Innovation and How Leaders Can Capitalize On Them in 2021

Still in development

But the problem with health-food alternatives is frequently their taste and texture. Anyone who has ever enjoyed a frothy latte with cow's milk knows that soy or almond alternatives are just not the same. Impossible Foods knows that to convert milk lovers, they must create plant-based items that are udderly indistinguishable from the animal-derived counterparts.

During the virtual conference at Impossible's lab in Redwood City, California, Laura Kliman, the senior flavor scientist at Impossible, demonstrated the Impossible Milk prototype. She poured some milk into a hot cup of coffee and showed how the two could seamlessly blend. (Plant-based milk alternatives often curdle when mixed with milk.) She even put on her barista cap while displaying how Impossible Milk could foam up like dairy milk.

So when can you try it out yourself? Unfortunately, the milk is still in the development stages, so it will be a while before consumers are able to taste it. Also in development: The Impossible Egg, which actually comes in a shell.

Jonathan Small

Entrepreneur Leadership Network® VIP

Founder, Write About Now Media

Jonathan Small is an award-winning author, journalist, producer, and podcast host. For 25 years, he has worked as a sought-after storyteller for top media companies such as The New York Times, Hearst, Entrepreneur, and Condé Nast. He has held executive roles at Glamour, Fitness, and Entrepreneur and regularly contributes to The New York Times, TV Guide, Cosmo, Details, Maxim, and Good Housekeeping. He is the former “Jake” advice columnist for Glamour magazine and the “Guy Guru” at Cosmo.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

The Side Hustle He Started in His College Apartment Turned Into a $70,000-a-Month Income Stream — Then Earned Nearly $2 Million Last Year

Kyle Morrand and his college roommates loved playing retro video games — and the pastime would help launch his career.

Business News

Homeowners in These 10 States Pay the Most in 'Hidden' Upkeep Costs

Hidden home costs pile on top of mortgage payments.

Growing a Business

5 Books to Help You Motivate, Unify and Build Perspective

In a post-Covid world, check out these must-read books to help build a more resilient organization, create a modern work culture and maintain a powerful growth mindset.

Money & Finance

Avoid These 10 Mistakes Entrepreneurs Make with Money

Despite the challenging statistic that only 5% of startups survive beyond five years, common financial pitfalls often contribute to their failure. Through personal observation, I've identified the prevalent financial mistakes made by entrepreneurs.

Growing a Business

How Visionary Leaders Transform Curiosity Into Groundbreaking Ideas

Lee Brian Schrager, founder of the South Beach Wine & Food Festival, discusses the spark that launched FoodieCon, his best practices for running popular food events, and why all business owners need to adapt to social media trends.

Making a Change

Learn All of Rosetta Stone's Languages for $152

A lifetime subscription is nearly $250 off for a limited time.