Vegan Kids Can Finally Enjoy Animal-Shaped Nuggets

Impossible Foods, six months after staking a claim on school menus, wants to whet the appetite of kids at home with its newest product: chicken-free chicken nuggets shaped like exotic animals. The brand, continuing to target what it calls the “change-making generation,” launches Wild Nuggies as both a go-to snack and an educational tool for young consumers. The plant-based nuggets have been molded to resemble vulnerable and critically endangered animals such as black rhinos, Galapagos tortoises, right whales and polar bears, an intentional counterpoint to the existing dinosaur nuggets in the market. On-pack graphics explain to youngsters that the shapes “are inspired by the nature and wildlife we want to preserve.” The goal is to spark a dinner-time conversation, according to Laura Kliman, Impossible’s director of new product development, “and how eating plant-based is the best way for kids to help combat the urgent threat of climate change and nature loss.” There are plans later for a QR code on wrappers that will unlock an AR experience to shed more light on the connection between the plate and the planet. Activism starts early The bite-sized poultry substitute uses 49% less land and 44% less water to produce, while generating 36% less greenhouse gas emissions than animal-based nuggets, according to colorful packaging that touts its eco-friendly bona fides. As a health benefit, the product contains no cholesterol, 25% less total fat, 40% less saturated fat and 10 grams of protein per serving, according to on-pack info. Impossible has been developing the new format since last summer, when the brand dropped its first chicken-less nuggets at grocery stores. A specific kid version was always part of the strategy as the brand dives deeper into a demo it considers influential in family food purchases. Its own research studies also have shown how concerned children are about environmental issues. Wild Nuggies, which will sell initially at Albertsons, Safeway and Walmart before a larger rollout, are the latest in Impossible’s expanding product line. The Silicon Valley startup is also debuting its faux sausage patties, previously available on breakfast sandwiches at Jamba, Starbucks and indie diners, at retailers nationally. Two flavors, savory and spicy, will hit frozen food aisles later this month. The brand—which competes in the fast-growing plant-based category with Beyond Meat, Dr. Praeger’s and MorningStar Farms, among many others—has dramatically increased its supermarket footprint over the past few years. While it jumped from 150 specialty stores to 20,000 mass-market retailers in 2020, Impossible also reported an 85% spike in quarterly retail revenue at the close of 2021, per the company. The Wild Nuggies intro will include original content from kid influencers, continuing the brand’s ongoing support for young climate activists. As 71% of Americans Dabble in Plant-Based, 2022 Will Be a High-Stakes Brand Battleground

Plant-Based Products

Vegan Kids Can Finally Enjoy Animal-Shaped Nuggets

Impossible Foods continues its retail spread with Wild Nuggies and plant-based sausage

T.L. Stanley

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T.L. Stanley