I am a big fan of the Impossible Burger (it tastes like hamburger but is all plant-based) and it is now available in thousands of restaurants all over America. Beyond Meat, its main competitor, is running neck-and-neck to gain market share and that market share is growing! So now, Impossible Burger wants to be in supermarkets, right next to the ground beef, to compete as a real alternative. There is one thing standing in the way (think dastardly government regulation! I have the best words!) and that one thing (when is a food additive a color additive?) is our topic today, when we go Beyond The Norm!