Impossible Foods Redefines Its Brand Identity with a Bold New Look

New Brand Identity Focus

Impossible Foods is shifting its brand identity to highlight the irresistible appeal of meat, aiming to attract both plant-based and non plant-based consumers. The company made this announcement at Natural Products Expo West on Thursday.

The new branding will showcase the color red in its packaging and aims to focus the company on creating plant-based meat that is just as delicious, if not better, than animal meat, while also being nutritionally competitive. This brand update is the result of a collaboration between branding agency Jones Knowles Ritchie and Impossible’s marketing and creative teams.

According to the company, 90% of Impossible's regular customers currently eat meat. CEO Peter McGuinness stated, "We want to welcome everyone who appreciates good food, whether you are a vegan, vegetarian, meat lover, or somewhere in between."

Article Insight:

Impossible started off by highlighting that their burgers "bleed" just like traditional beef burgers. This unique detail quickly became a hot topic among consumers discussing the new plant-based patties.

Now, with the plant-based industry receiving criticism for causing division, major companies in the sector are changing their tactics. They are now trying to reach a broader audience by appealing to a larger group of customers.

The company's goal with the rebrand is to cater to the meat cravings of carnivores throughout the entire consumer experience, from the online interaction to the initial impression made by the packaging.

When customers spot the vibrant red packaging on the shelves, Impossible is confident that it will remind them that its products offer the same taste, cooking experience, and satisfaction as traditional animal-based meat.

Leslie Sims, the chief marketing and creative officer, shared that for a while, meat eaters didn't view Impossible as an option for them. However, since the company's goal is to attract meat eaters, they have made an effort to be more inclusive and appealing in their messaging and approach.

Impossible's new packaging will be introduced in stores across the U.S. in the upcoming weeks, with plans for a global launch later this year. The Beef Hot Dog will be the first product to showcase the updated packaging.

In 2024, the plant-based industry as a whole is expected to undergo rebranding and adopt new messaging strategies. Recent years have seen a decline in sales and a shift in consumer attitudes within the category. Analyst Jennifer Bartashus from Bloomberg Intelligence mentioned that companies have also been criticized for their non-inclusive messaging during this period.

If the category wants to see sustained growth, it will need to regain focus on its narrative.

Editor's P/S:

Impossible Foods' shift in brand identity is a strategic move that reflects the evolving landscape of the plant-based industry. By emphasizing the appeal of meat and aiming to attract non-plant-based consumers, the company is acknowledging that inclusivity and a broader target audience are essential for sustained growth. This rebranding aligns with the industry's need for a more positive and inviting narrative to regain consumer confidence and drive sales.

The article highlights the importance of messaging and marketing strategies in shaping consumer perceptions. Impossible Foods' choice of red packaging and focus on replicating the taste and experience of animal-based meat is a deliberate attempt to appeal to meat-eaters. By bridging the gap between plant-based and traditional meat products, the company aims to create a more inclusive and welcoming brand that resonates with a wider customer base..