2 days ago
- Business
- Wall Street Journal
As Alternative Meats Lose Favor, Impossible Foods Sets Its Sights on Flexitarians
Impossible Foods faces an unsavory conundrum: How can a major maker of plant-based meat succeed in a shrinking industry?
Chief Executive Peter McGuinness is taking steps to tackle that challenge, including a new brand identity that stresses the meatiness of the company's products and a plan to woo 'flexitarians'—people whose diets only occasionally include meat. Among recent changes, the Redwood City, Calif., company switched packaging colors from green to blood red, hired a hot-dog eating champion as a brand ambassador and expanded product offerings once focused on ground-beef substitutes to steak bites, hot dogs and chicken tenders.
