Would you like “milk” with that Impossible burger?

Cheese is a much bigger challenge. The best vegan cheeses still aren't very good. I've had a very few that were barely acceptable when well-disguised (such as in a sandwich), but none that I'd eat on their own.

By contrast the state of fake milk is pretty good already. I much prefer cow's milk when drunk straight, but when mixed in baked goods or in coffee, a good oat or almond milk tastes just fine. I might not even notice if I weren't explicitly looking for it.

I'd really like to see big bakeries start using the fake milks and fake butter (which is also pretty good as a substitute). It's hard to find vegan baked goods, not because they're difficult to do well but because the market seems to segment into specificially "vegan" and "everybody else". You could make perfectly acceptable plant-based Twinkies. Oreos already are (more or less).

The great thing about Impossible Burgers is that it's possible to not eat meat without having to make a big deal out of it. You don't need to seek out a place that specializes in it. It won't qualify as "vegan" by most people's definitions, but it at least lets people reduce their animal product consumption without having to have that dominate their eating habits.

If Impossible Milk helps nudge that process along, so much the better. But I really hope they can tackle cheese.