The bold new packaging and highly anticipated plant-based hot dogs are rolling out at stores now.
Impossible Foods, known for its plant-based meat alternatives, is shaking up the industry once again. At the Natural Products Expo West this week in Anaheim, the California-based company introduced a daring new brand identity aimed at capturing the essence of meat's craveability.
Embracing Craveability: A New Era for Impossible Foods
In a bold move, Impossible Foods has reimagined its brand identity, drawing inspiration from the allure of traditional meat products. The company's striking new aesthetic, centered around a vibrant red color scheme, signals a pivotal shift in its mission to redefine the future of food.
Central to Impossible Foods' rebranding strategy is its revamped packaging, meticulously crafted to appeal to carnivorous cravings. The bold red packaging serves as a visual testament to the company's promise—its products taste, cook, and satisfy just like meat from animals.
Courtesy of Impossible Foods
Catering to Meat Lovers: An Inclusive Approach
Despite its plant-based focus, Impossible Foods has always aimed to appeal to meat eaters and flexitarians alike. With an impressive 90% of its consumers identifying as meat-eaters, the company is now doubling down on its efforts to challenge conventional notions of meat consumption.
Peter McGuinness, President and CEO of Impossible Foods, said, “We’re the fastest growing plant-based company in America, so it’s a good time to evolve from a position of strength. We wanted packaging that lived up to and reflected the deliciousness of our products while really popping on the shelf. We want to be inclusive to anyone who enjoys great food. It doesn’t matter if you’re a vegan, a vegetarian, an animal meat-lover, or somewhere in between. What we want to do is educate consumers that they can still enjoy meat by incorporating into their diet a version that’s made from plants instead of animals.”
Courtesy of Impossible Foods
A Vision for the Future: Better Taste, Better Nutrition, Better Planet
At the core of Impossible Foods' evolution lies a commitment to creating products that rival traditional meat in taste, nutrition, and environmental impact. By harnessing the power of plant-based ingredients, the company seeks to offer consumers a cruelty-free alternative that doesn't compromise on flavor or texture.
Redefining the Plant-Based Meat Category
Impossible Foods' journey toward redefining the plant-based meat category has been a collaborative effort. Through a partnership with branding agency Jones Knowles Ritchie (JKR) and internal creative teams, the company has developed a cohesive brand strategy aimed at attracting meat-loving consumers.
Chief Marketing & Creative Officer Leslie Sims, stated, “We’re not just growing a brand, we're growing an entire category. For a long time, meat eaters didn’t see us as something for them. But our mission relies on attracting meat eaters, so we wanted to do what we could to be more inviting in our approach and messaging. We’re confident that once they try us, they’ll be in.”
Courtesy of Impossible Foods
The Impossible Beef Hot Dog Rolling Out Nationwide
As Impossible Foods unveils its updated packaging nationwide, they're also rolling out a brand new item—the Impossible Beef Hot Dog. We had the chance to sample the vegan hot dog before the launch—and we're obsessed! With plans for international expansion later this year, the company is poised to solidify its position as a leader in the rapidly growing plant-based meat market.
Visit ImpossibleFoods.com for more information.
