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 …