In response to the increasing demand for protein intake in America, Impossible Foods has partnered with Equii, a food tech startup, to offer protein-packed plant-based products. Equii uses yeast-protein-powered products to create grain-based breads and pastas rich in fibre, catering to the protein-fibre sweet spot that is gaining popularity.

Impossible Foods, known for its plant-based meat products, will combine Equii's nutritional offerings with its own in an effort to tap into the protein market and cater to those using GLP-1 drugs for weight management. With a focus on delivering more protein in innovative ways, the partnership aims to provide consumers with complete protein options beyond traditional plant-based meats. The collaboration highlights the growing protein trend in the food industry and the push for more nutritious plant-based options.