Questlove, a Grammy Award-winning musician, cofounder, drummer and joint frontman for The Roots and current musical director for The Tonight Show Starring Jimmy Fallon, announced today the launch of a namesake cheesesteak sandwich made with plant-based Impossible Meat. “When I first tasted Impossible Meat in 2015, I became obsessed with the product and the company,” Questlove says. Impossible Foods develops plant-based meat, dairy and fish alternatives with environmental and health benefits at the core of the company’s mission. The September 2018 compilation showed that plant-based foods had become a $3.7 billion market with sales for plant-based meat, alone, growing 23% in the past year. One market research group projects that by 2024, the U.S. plant-based meat market will become a $3 billion industry.

Source: Forbes March 19, 2019 14:00 UTC