What makes the Impossible Burger impossible? For the first time, a veggie burger can truly market itself as “meaty.” That’s right – it looks, smells, sizzles, and “bleeds” like real ground beef. Although the Impossible Burger is officially vegan, Patrick O. Brown, founder and CEO of Impossible Foods, is marketing the product to omnivores and flexitarians (carnivores who are choosing to eat less meat).