The Impossible Burger is a meatless hamburger, but it tastes, smells, and bleeds like a real beef patty. The secret ingredient? Neuroscience. Flavor scientist Celeste Holz-Schietinger asks “What makes meat, meat?” and interrogates how the brain associates a food with the eating of actual meat. Visit https://qz.com/ to read more. Or visit the burger company’s website Impossible Foods.