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For the first couple of weeks of my life as a vegetarian, I was set to never taste what I assumed was the unique savory profile of beef and fish ever again. But then I saw a strange ad at my community college cafeteria asking me to try the Impossible Burger. Alongside claims of carbon footprint reduction, it had a similar promise to a later ad for their Burger King outing: “Try it and don’t see the difference.” And at least for me, I can say that the Impossible Burger did the impossible successfully — it made a beef-like burger without any beef.