Impossible Foods Unveils Bold Red Packaging in a Bid to Woo Meat Lovers

Impossible Foods, a pioneering company in the realm of plant-based meat substitutes, has embarked on a bold rebranding endeavor, trading its iconic green packaging for a striking red hue. The decision to revamp its packaging comes as the company seeks to entice more carnivores to embrace its meat alternatives crafted from plants, aiming to evoke the irresistible allure of traditional meat products.

The unveiling of the revamped packaging took place on March 14, 2024, at the prestigious Natural Products Expo West in Anaheim, California. Collaborating with Jones Knowles Ritchie (JKR), a renowned creative agency with a stellar track record in the food industry, Impossible Foods meticulously crafted the new packaging to resonate with consumers who predominantly consume meat or are exploring flexitarian diets, which prioritize plant-based foods while allowing occasional meat consumption.

Tony Webster (Wikimedia Commons)

According to Impossible Foods, the strategic rebrand aligns seamlessly with its core mission of offering plant-based meat substitutes that not only match but surpass the taste and texture of animal-derived meats, all while championing environmental sustainability.

Addressing the motivation behind the rebrand, Peter McGuinness, President and CEO of Impossible Foods, emphasized the company's commitment to inclusivity in culinary experiences.

McGuinness stated:

“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. 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.”

Despite initial skepticism from some quarters, Impossible Foods remains steadfast in its conviction that the revamped packaging will serve as a catalyst for broader acceptance of plant-based proteins among mainstream consumers. The rebranding initiative coincides with the launch of Impossible Hot Dogs, the company's latest offering, which will be the first product to showcase the vibrant red packaging.