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The best time to plant a tree was 20 years ago, the second best-time is now
Integrator Media had an exclusive interview with Noel Clarke, Senior VP of International for Impossible Foods
What inspired the founding of Impossible Foods?
Impossible Foods was founded with a singular purpose: to positively impact people and the planet by making delicious, nutritious plant-based meat with a fraction of the environmental footprint of meat from animals. People have said this is a lofty goal, but more than a decade later, we’re proving that progress is achievable. Impossible products are now available across four continents and in our two-and-a-half years of business in the UAE, we’ve expanded into more than 200 restaurants in the region.
The journey of creating the first Impossible Burger and the scientific breakthroughs involved
Before we launched Impossible Beef in 2016, the team spent five years working to understand how meat behaves at the molecular level so that we could replicate this same flavour chemistry with plant ingredients. It was during this process that we identified heme as the key ingredient for what makes animal meat so craveable, allowing us to innovate an animal-free version that’s identical to the heme found in soy. This breakthrough was the building block of what would eventually become Impossible Beef, differentiating our product as the plant-based beef that looks, cooks, tastes like animal beef.
What’s the significance of the Impossible Chicken Nuggets launch in the UAE?
Many consumers know us for our flagship Impossible Beef product, but our Impossible Chicken Nuggets are one of the most accessible entry points to the Impossible brand and the plant-based space more broadly. Since first launching the product in 2021 in the US, Impossible Chicken Nuggets quickly became one of our most popular products because of their broad consumer appeal, versatility, and incredible taste – decisively outranking a leading animal nugget on flavour, texture and overall appearance in a blind taste test. As a result, they’ve become a key component of our international expansion strategy. Including the UAE, Impossible Chicken Nuggets are available in 7 countries and have proven successful in bringing more consumers around the world into the brand.
How does Impossible Foods balance taste, texture, and nutritional value in its product development?
Every Impossible product is designed to match the animal on the overall sensory experience –– taste, aroma, texture –– as well as nutritional quality. We don’t consider “good enough” or “close enough” a true success. With Impossible, consumers don’t have to choose between taste or nutrition. This is what sets us apart in the marketplace. A great example of this is our Chicken Nuggets product, which not only beats the animal nearly 3 to 1 on taste, but also outperforms animal chicken on nutrition with 0 milligrams cholesterol and 40% less saturated fat.
How does Impossible Foods address scepticism towards plant-based meats?
It’s normal to see some scepticism with new innovations. For example, we saw this with plant-based dairy and now as the market has matured, these options are just as commonplace as conventional dairy products. Similarly, plant-based meat is just getting started, so we still have a long runway of growth ahead of us. We know that tasting is believing when it comes to these products – once people try Impossible for the first time, more than 1 in 2 intend to do so again. It’s incumbent on us and the rest of the plant-based category to continue raising the bar when it comes to delivering great-tasting, nutrient-dense products. This will allow us as a collective industry to ensure a positive first impression for consumers and create a positive halo effect across the entire space.
What role do you believe plant-based meat alternatives will play in the global food system in the next decade?
Our mission at Impossible is to champion a global food system that is more reliant on plants than it is on animals. Vegans and vegetarians are already doing their part to live a more sustainable, plant-based lifestyle but the folks we have to win over are flexitarians and meat-eaters. Plant-based meat products like ours offer a seamless replacement for the animal meat products that consumers know and love, significantly lowering the barrier to entry for meat-eaters into the broader plant-based category. We have to make this transition easy for people and not force them into lifestyle changes that they’re unlikely to maintain in the long-term.
As a father to five children who wants the best for their future, the following Chinese proverb deeply resonates with me: “The best time to plant a tree was 20 years ago. The second-best time is now.”
Looking back on their recent visits to Abu Dhabi, Chris Hemsworth shared how it’s the perfect choice for family travel, with days that mix high-energy fun with quality time you’ll remember for years to come.
“I love travelling to Abu Dhabi with the kids because there’s so much on offer. From action-packed thrills to calm, immersive and educational moments, Abu Dhabi has it covered. Experiencing nature, culture, and adventure together reminds us of what really matters: time shared, moments made, memories locked in.”
For Elsa Pataky, the easy mix of experiences makes travelling here so enjoyable as a family: “Abu Dhabi has this beautiful balance: thrilling adventures for the kids, cultural experiences for the adults, and endless opportunities for the whole family to connect and enjoy time together.”
Here’s where Chris and Elsa went on their latest visit
- CLYMB Abu Dhabi
Try indoor climbing and skydiving on Yas Island. During their visit, Chris and Elsa’s family tried it all, with routes for all ages and experience Challenge yourself in the skydiving chamber or try to tackle progressively harder climbing routes, from beginner level to advanced.
- Surf Abu Dhabi
On Hudayriyat Island, Surf Abu Dhabi offers controlled wave conditions suitable for first-time surfers and almost every age. Sessions can be tailored to different abilities, so it’s an easy way for parents and children to try a new sport in a relaxed, with plenty of options for food and drinks.
- Ferrari World Abu Dhabi
The fast-paced rides and indoor attractions are designed for all ages, making it easy for families to spend an entire day together. Families can move between high-energy experiences and gentler rides, entertaining little ones alongside adults with a need for speed.
- Warner Bros. World Abu Dhabi
Explore themed lands inspired by well-known characters, from Batman to Scooby Doo and The Flintstones, with rides and interactive experiences designed for all ages. It’s a colourful and fun space for families looking for a full day of entertainment together.
- teamLab Phenomena Abu Dhabi
Art meets innovation with this interactive environment where immersive digital art installations respond to your every move. The unique spaces encourage curiosity and exploration, making it a natural stop for families looking to slow their pace and enjoy creative moments.
- Yas Waterworld
Inspired by Emirati pearl-diving heritage, Yas Waterworld has a wide range of slides, wave pools and family-friendly rides. With 60+ attractions designed for different age groups, there’s space for both high-energy fun and relaxed downtime.
Beyond Chris and Elsa’s itinerary, families can explore new cultural highlights, like Natural History Museum Abu Dhabi and Zayed National Museum, or take a short trip to Al Ain Region, where culture, nature and heritage offer even more ways to spend time together—just 90 minutes from Abu Dhabi City or Dubai.
SCARLET AFTERNOON TEA
Introducing the Scarlet Afternoon Indulgence in collaboration with Nicoli, the luxury fashion house renowned for its artistry and craftsmanship.
The afternoon tea offers a vibrant balance of savoury delights, sweet indulgences, and aromatic seasonal teas, designed to awaken the senses and set the stage for cozy gatherings.
Our Scarlet Season Afternoon Tea celebrates the transition from autumn’s richness to the magic of the festive season. With flavours inspired by berries, spices, and jewel-toned ingredients, this experience is designed to be as visually striking as it is delicious – perfect for marking the most heartwarming time of the year.
The collaboration with Nicoli adds a touch of glamour and sophistication, blending culinary artistry with the brand’s signature elegance, making Scarlet High Tea a truly unique and stylish experience.
Date & Time: Daily | 12pm to 9pm | Location: The Tea Room, Al Jaddaf Rotana Suite Hotel
SUNDAY FAMILY LUNCH
Sundays are made for family, and there’s no better way to gather than over a table filled with flavour.
Join us every Sunday from 1:00 PM to 4:00 PM and indulge in a beautifully curated Mediterranean buffet, crafted to delight every palate. For AED 250 per couple, enjoy an afternoon of exquisite dining complemented by the soothing sounds of our live singer. To make the day truly special, children under 12 dine with our compliments when accompanied by their family.
Little ones will be entertained with engaging kids’ activities, ensuring a joyful experience for the entire family. Celebrate Sundays with a perfect blend of delicious cuisine, live music, and cherished family moments.
Date and time: Every Sunday from 1 to 4 PM | Location: Timo, Al Jaddaf Rotana | BBQ-Dinner at Timo – Every Friday
Fridays are for flame-grilled flavours and easy weekend vibes at Timo Restaurant, Al Jaddaf Rotana. Every Friday from 6:30 PM to 10:30 PM for a smoky Mediterranean-inspired BBQ dinner. Enjoy signature Butcher Board selections, fresh seafood picks, and crowd-favourite hand-helds, all thoughtfully crafted for sharing and savouring. Gather your friends and family for a relaxing evening filled with flavour, warmth, and the perfect weekend vibes.
Date & time: Every Friday, 6:30 PM – 10:30 PM (from 12 December onwards) | Location: Timo, Al Jaddaf Rotana Suite Hotel
A Bavarian Escape this winter at Bruno’s Biergarten
As the winter weather sets in, plan the perfect Bavarian escape with your loved ones at the newly opened Bruno’s Biergarten at Mövenpick Hotel Jumeirah Beach. Authentically German in its menu, brews, and music, the venue captures the true essence of Bavarian culture, that of sharing, laughter, and togetherness.
Located in the heart of Dubai’s vibrant beachside destination, The Walk at JBR, Bruno’s Biergarten welcomes friends, families, and even pets to its charming outdoor haven. With its relaxed atmosphere, it’s the ideal spot to unwind after work, meet for drinks, or cheer for your favorite team.
This season, guests can enjoy exclusive dining offers that perfectly pair traditional flavours with refreshing brews:
• Bruno’s Bite & Brew
• Bruno’s Big Bite & Brew
Each dish is crafted with authentic Bavarian flair and best enjoyed in good company. Whether a beer enthusiast or a foodie at heart, Bruno’s Biergarten with its rustic décor and upbeat ambiance promises the perfect setting for the season.
Offer Details:
Location: Bruno’s Biergarten, Second Floor, Mövenpick Hotel Jumeirah Beach | Hours: Daily, 5 PM to 1 AM | Live-Entertainment: Thursdays to Saturdays | Children’s Policy: Children below 6 years accompanied by an adult dine for free | Pet Policy: Pets are welcome
This Ramadan, Al Hallab invites families and loved ones to come together over a generous and comforting Iftar experience inspired by time-honoured Lebanese traditions. Available across all three Al Hallab outlets and for delivery, the Ramadan offering is thoughtfully designed to celebrate togetherness with the flavours that define the holy month.
Guests can enjoy a full dine-in experience at any of Al Hallab’s three outlets, where tables are set with warm hospitality and a feast of Lebanese favorites. From comforting soups like Lentil, Chicken, or Mushroom, to cold appetizers including Hummus, Moutabal, Labneh, Fattoush, and Vine Leaves, every dish is prepared with care to celebrate the flavors of Lebanon. Hot appetizers, grilled skewers, daily mains, and fresh bread complete the spread, followed by a selection of premium Arabic sweets like Kunafa, Shaibeat, Othamlieh, Kunafa rolls, and fruits for dessert.
For those who prefer to break their fast at home, Al Hallab also offers Iftar meal boxes for delivery, making it easy to enjoy a complete Ramadan meal in the comfort of your own space. Available for one, two, or four people, each Iftar includes dates to break the fast, comforting soups, traditional juices like Kamaredine and Jallab, a selection of cold and hot appetizers, daily main dishes, and a taste of Ramadan’s sweetest delights, including Kataef Walnut and Shaibeyat Ashta.
Al Hallab’s Iftar is more than a meal; it is an invitation to gather, share, and celebrate the blessings of Ramadan with loved ones. Whether enjoying the cozy ambiance of the restaurant or the comfort of home, every Iftar is a moment of joy, flavor, and heritage.
CHRIS HEMSWORTH AND ELSA PATAKY’S FAMILY-FRIENDLY ABU DHABI ITINERARY
SUHOOR AT AL HALLAB: MIDNIGHT BITES AND GAME NIGHTS
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