The Protein Molecule That Makes This Burger Bleed
The fact that the burger has a "rare beef" appearance is to help lure in the carnivores. It certainly looks like real beef when cut open. On the outside, at least with the burger I tried, you could tell it was formed and pressed and that detracted from the look of real beef. So back to the bleeding feature.
The ingredient that creates this "bleeding" effect is called heme, or also referred to as "plant blood". Heme is an organic molecule found in the protein leghemoglobin. Heme is extracted from roots of nitrogen-fixing plants such as fava beans, peas and beans. You can read more about the details here.
The heme in Impossible Burger is made using a yeast engineered with the gene for soy leghemoglobin. First, we grow yeast via fermentation. Then, we isolate the soy leghemoglobin (containing heme) from the yeast, and add it to the Impossible Burger, where it combines with other micronutrients to create delicious, meaty flavor.
Impossible Burger Ingredients
Original Impossible Ingredients
Everyone wants to know "what's in Impossible Burger". Here are the ingredients in the original recipe which are still used in many restaurants.
Water, Textured Wheat Protein, Coconut Oil, Potato Protein, Natural Flavors, 2% or less of: Leghemoglobin (Soy), Yeast Extract, Salt, Konjac Gum, Xanthan Gum, Soy Protein Isolate, Vitamin E, Vitamin C, Thiamin (Vitamin B1), Zinc, Niacin, Vitamin B6, Riboflavin (Vitamin B2), Vitamin B12.
Impossible 2.0 Ingredients
These are the ingredients which are used in some restaurants and will be in the retail products available sometime in 2019.
Water, Soy Protein Concentrate, Coconut Oil, Sunflower Oil, Natural Flavors, 2% or less of: Potato Protein, Methylcellulose, Yeast Extract, Cultured Dextrose, Food Starch Modified, Soy Leghemoglobin, Salt, Soy Protein Isolate, Mixed Tocopherols (Vitamin E), Zinc Gluconate, Thiamine Hydrochloride (Vitamin B1), Sodium Ascorbate (Vitamin C), Niacin, Pyridoxine Hydrochloride (Vitamin B6), Riboflavin (Vitamin B2), Vitamin B1
How Much Does The Impossible Burger Cost?
Here are examples of restaurants and eating establishments that offer Impossible Burgers. Cleary the prices vary significantly depending on where you dine and what options are available. These prices are at the time of this writing, 2019.
Manzanita - Ritz Carlton, NorthStar - Ok, so you don't come here and expect cheap. I paid $28.00 for my Impossible Cheeseburger including a small side salad. This is the highest price I've seen. I have to say I really like Manzanita and this is an awesome Ritz Carlton so I only feel a little bit guilty for paying that price.
Umami Burger - They offer a few variations but expect to pay about $14.00 a burger. The burger is limited to specific locations, see their website.
Momofuku Nishi - A cheeseburger will set you back about $18.00
Jardiniere - The Impossible Burger is only served after 7pm and the cost is about $18.00 with cheese.
Whitecastle - An Impossible Burger Slider goes for the bargain price of $1.99. They are only available at some locations.
Mendocino Farms - Offers seasonal Impossible Burgers that average about $12.65 a burger.

Downsides To Impossible Burger
I think the most unsettling issue is that you are trading a fully natural product for a highly processed product. There is a lot of controversy about the healthfulness of unfermented soy products. The fact is you'll find soy isolates in thousands of packaged and processed food. I try to avoid processed foods in general so at least for me if I add one product to my diet it's probably not a big deal. You may want to read this article Soy Facts and Myths .
Is It Worth Trying?
Personally, based on trying the burger you see here, I will try the new product when it appears on retail shelves. I doubt I'll become a complete vegetarian any time soon but I'll do what I can to make a dent in the amount of beef I buy. If most of us do that we can make a big difference. You can use the vegetarian burger meat as a replacement in any recipe that calls for ground beef.