London’s O2 Arena Partners With Impossible Foods and Goes Vegan For Billie Eilish Overheated Event

Impossible Foods has announced a partnership with Billie Eilish’s Overheated show at the 02 Arena, with the venue declaring that no animal products will be served at the arena for the full six day duration of the event

Overheated takes place June 10-12, 16, and 25-26 as a collaboration between the singer-songwriter and the intersectional nonprofit organisation Support + Feed, which was founded by Eilish’s mother Maggie Baird.

Impossible will be the event’s official food brand, with guests served a fully plant-based menu including dishes such as Impossible™ Sausage Kofta and Impossible™ Chicken Parmigiana.  Additionally, Impossible CEO Peter McGuiness will be featured in a fireside chat with Baird to discuss the impact of dietary choices on climate change.

© Overheated/Impossible Foods

Impossible UK launch

Despite having been available in the US and other markets for several years, Impossible only arrived in the UK last month. The brand made its European debut by launching its nuggets and sausage patties at 300 UK restaurants.

Impossible continues to expand rapidly, and closed the biggest alt-protein deal of the year last November with a huge $500 million funding round. The company also launched sausage links, its sixth product in less than eight months, in the US earlier this year.

Says Peter McGuinness, CEO of Impossible Foods: “Billie, Maggie, Support + Feed and Reverb are getting an amazing group of people together who believe that food can play a huge role in reversing climate change.  It’s an honour to join them in London at overheated to help feed their movement for climate action.”
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