Red Is the New Green: Why Plant-Based Brands Need to Change Color to Entice Meat Eaters

Plant-based brands are starting to embrace the color red in their packaging in order to entice meat-eaters to try their products. Research shows that red is associated with excitement, warmth, and passion, making it appealing to consumers who may not immediately gravitate towards plant-based options. This shift in branding is seen as a way to distinguish plant-based products from traditional green packaging and attract a wider consumer base.

Leading plant-based meat brand, Impossible Foods, recently debuted a bold red aesthetic in their packaging to appeal to meat-eaters. By using red packaging, companies like Impossible Foods hope to not only offer delicious plant-based alternatives but also contribute to a more sustainable food system by encouraging more people to choose plant-based products. The plant-based food market is expected to grow significantly, and embracing the color red could help these brands move the needle even further towards a more sustainable future.