Impossible Foods Targets Meat-Eaters With New Red Branding

Impossible Foods has launched new red packaging to target meat-eaters and flexitarians, inspired by the craveability of meat. With 90 percent of its customers being meat-eaters, the plant-based brand aims to provide a competitive alternative to animal-derived meat for everyone. The brand's new red branding is based on a study that shows consumers associate the color red with good flavor, making them more likely to try plant-based products in red packaging.

The colorful rebranding comes as Impossible Foods continues to increase its market share, with $137 million in overall sales reported in 2022. The brand believes that by incorporating plant-based meat into the diets of all consumers, regardless of their dietary preferences, they can attract new customers and increase their reach. The updated red packaging will be rolled out in stores in the US and overseas, starting with the launch of the new Beef Hot Dog.