Impossible Foods is taking a bold direction with the unveiling of a redirected brand identity and packaging to match for its award-winning product portfolio. Embracing a striking red aesthetic, the company said the new look is meant to invite meat-eating and flexitarian consumers to believe in a future of food that is better tasting, better for people, and better for the planet.
“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,” said Peter McGuinness, President and Chief Executive Officer. “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.”
The updated packaging will hit shelves throughout the U.S. over the coming weeks, according to a press release, before continuing overseas later this year. The company shared that its highly-anticipated Impossible™ Beef Hot Dog will be the first new Impossible product to feature the red packaging.
Designed to directly reflect the company’s foundational ambition—to make meat from plants that tastes as good or better than the animal, is nutritionally competitive, and has a smaller environmental footprint compared to animal products—Impossible said 90 percent of its consumers have identified as eating meat.
“We’re not just growing a brand, we're growing an entire category,” said Chief Marketing and Creative Officer Leslie Sims. “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.”
Sims has led the in-house Marketing and Creative teams spearheading the new brand strategy and identity system in partnership with globally-acclaimed branding agency Jones Knowles Ritchie (JKR). To dive deeper, click here.
Impossible continues to increase its market share alongside the rollout, with an expansive network of more than 30,000 retail stores and 45,000 foodservice locations, as well as consistent growth. As the company continues to pursue new heights nationally and globally, Deli Market News will report back.
