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.
“Our mission relies on attracting meat eaters”
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 in nudging consumers toward plant-based options. GWP Group cited a similar finding in a color psychology study, stating that red may help trigger appetite.
Redefining the term ‘meat’
Impossible claims that 90% of its consumers are meat eaters, providing a vital opportunity to redefine what the term ‘meat’ really means. Peter McGuinness, president and CEO of Impossible Foods, commented on the importance of the company’s position in the market, stating, “We’re the fastest growing plant-based company in America, so it’s a good time to evolve from a position of strength. We wanted packaging that lived up to and reflected the deliciousness of our products while really popping on the shelf.”
McGuinness furthered, “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. What we want to do is educate consumers that they can still enjoy meat by incorporating into their diet a version that’s made from plants instead of animals.”
Growing an entire category
The rollout of the revamped packaging will begin in the United States before expanding internationally later this year. Additionally, the launch of the Impossible Beef Hot Dog, which was previewed at a pop-up stand in NYC at the end of 2023, will mark the first product to feature the red packaging, although the official date for the launch has not been revealed.
Chief Marketing and Creative Officer Leslie Sims comments, “We’re not just growing a brand, we’re growing an entire category. For a long time, meat eaters didn’t see us as something for them. But our mission relies on attracting meat eaters, so we wanted to do what we could to be more inviting in our approach and messaging. We’re confident that once they try us, they’ll be in.”
