With New Red Packaging, Impossible Foods is Leaning Into the ‘Carnivorous Craveability of Meat’

Impossible Foods, a plant-based meat leader, has introduced new red packaging for its products, focusing on taste and nutrition to cater to meat-eaters and flexitarians. The company aims to attract more consumers by highlighting the flavor and health benefits of their products, challenging the preconceived notion that plant-based meat is only for vegetarians. The bold red packaging is designed to mirror the meaty qualities of the products and convey the message that meat from plants can be just as satisfying as meat from animals.

While Impossible Foods continues to emphasize sustainability, it recognizes the importance of taste and nutrition in appealing to consumers. The new packaging emphasizes the craveability of meat while highlighting key nutritional information on the front, such as high-quality protein and lower saturated fat content. The company's inclusive approach targets meat-eaters and aims to expand its consumer base, with plans to launch the updated packaging in the US before expanding globally.