Impossible Burger Makes Asia-First Convenience Store Debut With 7-Eleven Singapore

7-Select Impossible Deluxe Burger will make its convenience store debut in Asia on 26 May at more than 300 7-Eleven stores in Singapore.

Impossible Foods worked closely with leading retailer Dairy Farm Group, which operates 7-Eleven in Singapore, Hong Kong, Macau and Southern China, to develop a ready-to-go plant-based burger for fans to enjoy any day, any time.

Crafted using 7-Eleven’s chef-designed recipe, the ready-to-eat Impossible Deluxe Burger is stacked with sauteéd white button mushrooms, garden-fresh spinach and finished with a light and refreshing sour cream sauce between burger buns. The pre-made item can easily be warmed up in under a minute.


“A huge mission of Impossible is to make our delicious plant-based products available everywhere conventional animal meat is sold today, and this includes the convenience store market. We are so thrilled to collaborate with 7-Eleven Singapore on this on-the-go option for fans who might have not yet tried Impossible products,” said Laurent Stevenart, Singapore Country Manager, Impossible Foods.

“Following our successful grocery presence expansion at leading retailer Dairy Farm Group, we are excited to launch the Impossible Deluxe Burger at 7-Eleven Singapore. We look forward to providing more delicious, plant-based options for their customers, whether they’re dining on the go or cooking Impossible in their own kitchens.”

7-Eleven Singapore will be the first convenience store to serve the Impossible Burger in Asia and plans to add more plant-based items to their menu following this launch. Leading the charge to make plant-based eating more accessible, 7-Eleven Singapore will offer consumers the convenience to eat more sustainably, anywhere, anytime. Available at more than 300 7-Eleven convenience stores across the island, the Impossible Deluxe Burger will be perfect for busy Singaporeans grabbing a quick bite in between meetings or looking to satisfy their midnight cravings.

“At 7-Eleven, we always put our customers first and we pride ourselves on launching new and sought-after products to meet their needs and wants. With the growing demand from our customers for plant-based alternatives, we’re excited to be collaborating with Impossible Foods, Singapore’s leading plant-based brand, to launch the 7-Select Impossible Deluxe Burger,” said Mr Steven Lye, Managing Director, 7-Eleven Singapore.

“This is our first plant-based own-brand product in our Ready to Eat range. Our RTE range provides convenient, fuss-free and tasty food options for Singaporeans, many of whom lead hectic lifestyles. With our extensive network of 7-Eleven stores spread across the island, customers can now get their plant-based fix at their convenience anytime, anywhere.”

The Impossible Burger is made entirely from plants, with a much smaller environmental footprint than meat from animals. Since it’s made from plants, it uses 96% less land, 87% less water, and generates 89% less greenhouse gasses. This means a saving of 7 square meters of land, 3 kg of CO2, and 84 litres of water for every 113g serving consumed.

The 7-Select Impossible Deluxe Burger will be served as a ready-to-eat item at S$5.90 or as a part of a $7 Saver Combo with a bottle of Glaceau Vitamin Water (500ml). With Impossible Burger available for under S$6.00 for the first time, Impossible delivers affordable and sustainable plant-based meat to consumers.