MET Gala Neat Burger x Stockeld Dreamery x TiNDLE

© Neat Burger x Stockeld Dreamery x TiNDLE

Celebrities

Met Gala 2024 Showcases Plant-Based Dishes Featuring Impossible Foods, Neat, and Stockeld Dreamery

The 2024 Met Gala, held on Monday in New York City at The Metropolitan Museum of Art, continued its tradition of blending high fashion with high cuisine under the theme “Sleeping Beauty: Reawakening Fashion.” This year, the event’s menu was designed by caterer Olivier Cheng, who aimed to create a selection of dishes that echoed the enchanting and romantic elements of a classic children’s storybook. While the gala’s dinner menu featured an omnivorous section of dishes, the spotlight on plant-based offerings shone brightest at the afterparty held at Casa Cipriani. Here, attendees were treated to plant-based selections from Neat (previously Neat Burger), which included cheeseburgers featuring Stockeld Dreamery’s Cultured Cheddar, and TiNDLE Chick’n burgers and fingers.  Notable attendees The afterparty, which continued until the early …

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Impossible Foods marketing campaign

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Marketing & Media

Impossible Foods’ New Ad Campaign Aims to “Solve the Meat Problem with More Meat”

Impossible Foods has unveiled a large-scale marketing campaign alongside its recently refreshed brand identity. The campaign targets meat-eating consumers with a compelling message about the sustainability and benefits of plant-based meats. Under the tagline “We’re solving the meat problem with more meat,” the campaign challenges the deep-rooted habits of meat consumers.  Central to this campaign is a straightforward assessment of meat’s environmental and health impact. According to Impossible Foods, “Meat’s got a big problem. It’s too good. We humans love it too much. And we can’t stop eating it, even though we’re told that eating too much of it is bad for our bodies and will eventually cause us to run out of water and land while filling up our air with carbon emissions. Somehow, …

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Retail & E-Commerce

Impossible Foods Partners with Whole Foods Market to Distribute Plant-Based Chicken Products

Starting in May 2024, shoppers at Whole Foods Market locations across the United States will have access to Impossible Chicken Nuggets and Impossible Chicken Patties. This collaboration marks the first time that Impossible Foods’ plant-based chicken products will be available in Whole Foods stores. Impossible Foods introduced its meat-free chicken nuggets in the United States in 2021 and expanded into the Canadian market shortly after that. In 2023, the company broadened its product line with the introduction of Impossible Spicy Chicken Nuggets, Impossible Spicy Chicken Patties, and Impossible Chicken Tenders. However, the packaging has undergone a significant transformation, with the company switching to red packaging following a rebranding effort last month. Peter McGuinness, president and CEO of Impossible Foods, commented on the significance of this …

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Impossible Ranch

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Company News

Impossible Repurposes Former Cattle Farmland Into “First-of-its-Kind” Project Impossible Ranch

Today, Impossible Foods has announced its newest endeavor: the Impossible Ranch. The “first-of-its-kind” project in the plant-based industry is located on a 70-acre former cattle ranch in South Carolina. The land will be repurposed to cultivate crops essential to Impossible Foods’ product range and a rescue initiative that provides a sanctuary for rescued cattle. Partnering with the family that has tended the land for generations, Impossible Foods seeks to honor the property’s heritage while promoting a renewed focus on sustainable agriculture. Impossible Ranch is part of the company’s recently revamped brand identity and food-centric approach, which aims to present Impossible products as not only environmentally friendly but also akin to traditional meat in texture and taste. As part of this rebrand, the company recently transitioned …

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Impossible Foods new branding

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Packaging

Impossible Foods Unveils Bold New Branding With Red Packaging to Target Meat Eaters

Impossible Foods has officially unveiled a bold new brand identity and packaging strategy at the Natural Products Expo West in Anaheim, California. The company’s strategic shift aims to leverage the “craveability of meat” to appeal to meat eaters at every touchpoint, including both on-shelf packaging and the company’s digital identity. Marking a notable departure from its previous teal and white branding, Impossible Foods has embraced a vibrant red aesthetic. This decision aligns with multiple insights suggesting that meat-eaters are more receptive to plant-based products when presented in red, as red is associated with flavor and taste. A recent study conducted by ProVeg International found that the color of packaging plays an instrumental role in shaping consumer preferences and behaviors, with red packaging being particularly effective …

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Impossible Foods Burger King

Alex Swanda © Impossible Foods

Marketing & Media

Burger King’s Million Dollar Whopper Campaign Features Customizable Impossible Whoppers

Burger King’s latest promotional venture, the Million Dollar Whopper Campaign, will feature the Impossible Burger patty, allowing the option to create 100% plant-based burgers as part of the contest. The campaign offers Burger King patrons the opportunity to design their ultimate Whopper, with the chance to win a $1 million prize. The contest, which is open for entries through March 17, encourages participants to explore over 200,000 possible combinations to create their dream Whopper. For the first time, customers can opt for the Impossible Burger patty, enabling the creation of entirely plant-based versions of the popular sandwich. Participants can submit their unique Whopper designs via Burger King’s website or the BK App, utilizing a Royal Perks account. Each submission will be transformed by artificial intelligence …

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Impossible X US Army

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Company News

Impossible Foods Partners with US Army Central to Serve Plant-Based Options to Overseas Troops

Impossible Foods has announced a milestone in its partnership with the US military, with the US Army Central now poised to introduce Impossible’s plant-based meat products into its dining facilities overseas in the coming weeks. Impossible explains to vegconomist that the initiative comes as a result of the growing demand for more plant-based meal options across the military. The products have been available in various military food operations for the last few years, says a representative, for example at Walter Reed Medical Center, which the company says indicates a gradual shift towards more diverse dietary offerings within the armed forces. However, this is the first time Impossible has worked directly with the US Army Central to serve its products in various military dining facilities, as …

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Impossible Burger School Lunch

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Society

Florida School District Introduces Impossible Burgers and Meat-Free Nuggets in Plant-Based Menu Update

Manatee County School District in Florida has recently introduced plant-based lunch options in several of its schools. As reported by Your Observer, this initiative encompasses two high schools and three middle schools, where students now have access to plant-based items such as Impossible Burgers and plant-based chicken nuggets. The schools involved in this rollout include Mona Jain Middle, R. Dan Nolan, Buffalo Creek middle schools, as well as Braden River, Lakewood Ranch, and Parrish Community High Schools as part of the district’s goal to stay current with food trends and address the growing interest in plant-based diets among students. Skye Grundy, a registered dietitian and supervisor of student nutrition for the School District of Manatee County, emphasized the importance of meeting student demands and staying …

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Impossible Foods

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Company News

Impossible Foods Announces Appointments of 3 Female Executives Including New CFO

Impossible Foods has announced the addition of three seasoned female executives to its leadership team. The company’s latest strategic hires include Elaine Paik as Chief Financial Officer, Emma Hutchens as Chief People Officer, and Alexis Regan as Senior Vice President of Sales. Elaine Paik, a veteran finance executive, will oversee various facets of the company’s finance organization, including financial planning and analysis, investor relations, controllership, tax, treasury, and M&A. Paik has a proven track record in the consumer products industry, having spent 25 years at the Colgate-Palmolive Company and serving as Global Treasurer. Emma Hutchens, an experienced HR leader, is set to join Impossible on February 5 as the Chief People Officer, overseeing all aspects of people operations, including talent acquisition, diversity, equity and inclusion, …

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Peter McGuiness CEO Impossible Foods

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Marketing & Media

Impossible Foods CEO Outlines Crucial Shifts Needed for Survival of Plant-Based Industry

The plant-based industry is standing at a pivotal crossroads. While long-term growth predictions do appear to be promising and meat consumption is declining in developed countries such as the UK, the US, Australia, and certain European markets, current challenges such as decreasing sales and an increasingly competitive marketplace create substantial setbacks for plant-based companies.  The plant-based sector’s current predicament stems from several factors, including potential marketing missteps, consumer misinformation, and intense competition from traditional animal agriculture. Peter McGuinness, CEO of Impossible Foods, spoke to this at the recent Adweek X conference in Los Angeles, citing a much-needed industry-wide transformation that emphasizes collaboration to overcome these challenges. At the conference, McGuinness pointed out the detrimental effect of early “wokeness” and foodtech positioning in plant-based meat marketing, which he …

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Impossible dog

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Products & Launches

Impossible Foods Offers a Sneak Peek of Next Year’s Impossible Beef Hot Dog

Impossible Foods announces the latest addition to its product lineup, the Impossible™ Beef Hot Dogs. The company will be previewing the product at a pop-up in NYC this month before the official retail and foodservice launch set for early 2024. CEO Peter McGuinness, expressed the significance of adding hot dogs to the Impossible product lineup, stating, “Hot dogs are an undeniably classic part of American culture and not to mention, they’re a burger’s best friend. It’s long been a priority to add them to our product portfolio.” The plant-based hot dogs have been designed to replicate the nostalgic flavors of a New York-style hot dog while containing 0mg cholesterol, 50% less total saturated fat, and a substantial 12g of protein compared to the 6g found …

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A close up of Daniel Bregman

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People

Former Impossible Foods Senior Counsel Joins Synonym to Drive the Biomanufacturing Revolution

US biomanufacturing platform Synonym announces the appointment of Daniel Bregman as its new General Counsel and Head of Development in yet another recruitment of a former Impossible Foods expert. Synonym explains that Bregman, former Senior Product Commercial Counsel at Impossible Foods, led important initiatives and gained valuable experience scaling clean technology startups. Previously, he held senior positions at the vertical farming startup Plenty and Cypress Creek Renewables, where he was involved in numerous clean energy projects.  As head of development, Bregman will drive Synonyms’s pre-development projects and focus on the successful growth and expansion of the company’s development engine. He will also work to speed up facility development cycles. “I’m excited to dive headfirst into helping Synonym identify, purchase, and build its first infrastructure sites, and …

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Impossible Foods Beef Lite

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Company News

Impossible Foods Achieves American Heart Association’s Heart-Check for Beef Lite

Impossible Foods’ newest product, Impossible Beef Lite, has successfully secured certification from the American Heart Association’s Heart-Check Food Certification Program. This certification marks Impossible Beef Lite as the second plant-based meat product certified by the American Heart Association, following Beyond Meat’s Beyond Steak, which received the certification in May. Health considerations are increasingly influencing consumer choices, with shoppers seeking healthier options to support their well-being and prevent lifestyle-related health issues. The American Heart Association’s Heart-Check mark is an easy way for consumers to identify more heart-healthy options. The American Heart Association recommends reducing saturated fats and eliminating trans fats from diets to lower the risk of cardiovascular diseases. Impossible Beef Lite meets these guidelines with its low saturated fat content, zero trans fat, zero cholesterol, …

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Ruby Tuesday and Impossible Burger

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Food Service

ARTICLE AMENDED Impossible’s Indulgent Burger Now Available at Ruby Tuesday’s

Amendment 11/2: Impossible now informs us this burger is not suitable for vegans unless ordered without the bun. American casual dining chain Ruby Tuesday unveils the latest addition to its nationwide menu, the Indulgent Burger, through a partnership with Impossible Foods.  The Indulgent Burger, initially launched in June, made its debut at restaurants like Bareburger, Monty’s Good Burger, and select retailers such as Acme, Jewel, and Safeway. Impossible Foods describes it as its boldest plant-based burger yet. This new partnership will bring Impossible’s latest burger offering to Ruby Tuesday’s 214 restaurant locations across the United States.  With enthusiasm for the partnership, Shawn Lederman, CEO at Ruby Tuesday, stated, “We’re excited to partner with the Impossible Foods team and be among the first to introduce their new Indulgent Burger …

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Impossible sausage patties

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Food Service

Impossible Foods Partners with IHOP to Bring Plant-Based Options to Nearly 1,700 US Locations

Impossible Foods announces partnership with major American family restaurant chain IHOP to bring its plant-based sausage patties and burgers to a new demographic.  Starting today, IHOP outlets nationwide will serve Impossible Sausage patties as part of the classic breakfast menu. For lunch or dinner, guests can opt for an Impossible Burger patty on any of the restaurant’s Steakburgers. This collaboration represents a significant development for both Impossible Foods and IHOP. With nearly 1,700 locations across the United States, IHOP’s wide-reaching appeal among families and diverse diners provides an optimal platform for Impossible Foods to extend its influence.  The new collaboration aligns with Impossible’s objective to introduce plant-based offerings to a broader consumer base, including flexitarians and meat-eaters who may have previously shied away from exploring …

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Motif Plant-Based Burger

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Politics & Law

Motif Obtains Examination Before US Patent Office in Impossible Foods Dispute

The US Patent and Trademark Office announced on Friday that it will initiate inter partes proceedings (IPR) on patent 9,943,096 B2 claimed by Impossible Foods. The US agency’s decision initiates an administrative proceeding on the validity of one of Impossible Foods’ key patents, which is expected to take about a year. Motif FoodWorks had sought reexamination of the patent after Impossible Foods sued Motif in federal court last year, alleging that the company had infringed patent rights in its use of the heme ingredient to make plant-based meat substitutes. In Friday’s PTAB decision, Administrative Patent Judge Donna M. Praiss wrote that Motif “has demonstrated a reasonable likelihood of prevailing on at least one claim of the ‘096 patent, and we are instituting an inter partes …

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Impossible Indulgent Plant-Based Patties

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Products & Launches

Impossible Foods Launches the Indulgent Burger as Its Boldest, Most Decadent Patty Yet

Impossible Foods is expanding its portfolio with the brand’s “boldest” burger yet – the Impossible Indulgent Burger. Created as a premium version of the original Impossible burger patty, Impossible states that the Indulgent Burger is thicker and offers a more gourmet flavor. The burger will launch this summer at select US restaurants, including Bareburger and Monty’s Good Burger, followed by select retailers.  According to Impossible Foods, the Indulgent Burger was developed using a taste-first approach. Each third-pound, restaurant-style patty offers a more beefy flavor with “maximum flavor and juiciness” that can be cooked on the stovetop or grill. In a blind taste test, the company reports 82% of consumers said the product tasted as good as or better than ground beef from cows. Innovating beef …

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Impossible Foods Tony Awards Ad Campaign

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Marketing & Media

“The Summer of Impossible”: Impossible Foods Unveils Major US Marketing Campaign

Seeking to introduce new customers to the plant-based category, Impossible Foods announces it will launch two US national ad campaigns this summer. Designed to appeal to a wider range of consumers, the campaign’s first spot – a 90-second musical ad – will premiere this Sunday, June 11 during the 76th Annual Tony Awards® broadcast. According to Impossible, the campaigns are intended to reach a broader consumer base of flexitarians and meat-eaters with a lighthearted and approachable message. The first campaign, entitled “Making Meat History”, explores the history of meat through time up to the present day, when the narrator introduces meat from a new animal called “the plant.”  Impossible says the ad familiarizes consumers with the concept of plant-based meat in a fun and entertaining …

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Future of Food Event hosted by Eat Just, GFI, Oatly, Finless Foods and more

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Politics & Law

Eat Just, Oatly and More Visit Washington DC to Promote Better Funding for Alt Protein

On Tuesday, a “first of its kind” all-star delegation, featuring representatives from Eat Just, Finless Foods, Impossible Foods, Next Gen Foods and Oatly, assembled in Washington, DC to advocate for increased government funding and updated regulation of alternative proteins.  The invite-only “Future of Food” event, which also included representatives from the Plant Based Foods Association (PBFA) and The Good Food Institute (GFI), met with policymakers, regulators and media to discuss America’s leadership in building a more sustainable food system.  Among the policies discussed, industry leaders recommended the US government prioritize the following actions:  Invest in the future of food through research, development and consumer education. Create a market and regulatory ecosystem that allows for innovation and maintains US competitiveness. Prioritize good jobs and workforce development throughout …

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impact_Impossible Foods

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Marketing & Media

Impossible Foods Takes Out One Inch Ad in NY Times to Highlight “Tiny” Impact on Planet

For this year’s Earth Day, Impossible Foods reveals it is launching a new social media campaign spotlighting the “tiny” carbon footprint of its products. Created to help consumers connect their food choices to the size of their environmental footprint, the campaign will include videos of miniature food and kitchens, as well as a small 1” x 1” ad space in The New York Times. According to Impossible, its campaign seeks to help consumers grasp Impossible’s positive impact on the planet, especially the lower carbon footprint of its burgers compared to conventional beef. Impossible says it worked with Deloitte Digital and other creators to produce fun and engaging content, which will run on the company’s social media channels. The spots include “teaser” videos of tiny hands …

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