Impossible Foods Debuts 'Meatier' Message to Target a Wide Demo

The brand, after promising a marketing makeover, unveils new packaging and positioning at Natural Products Expo West

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Impossible Foods, following through on a pledge in 2023 to revamp its marketing, debuted new branding and packaging for its meat alternatives, trying to boost a battered category and win over new consumers.

The effort, announced at the annual Natural Products Expo West conference near Los Angeles, addresses a few of the nascent industry’s pain points head-on: taste and healthfulness. 

Impossible’s new look and positioning is “inspired by the craveability of meat” and targeted broadly at flexitarians, the massive number of Americans who say they want to eat fewer animal products and often swap out traditional for faux meat.

“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,” Peter McGuinness, president and CEO, said in a statement.



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