As Alternative Meats Lose Favor, Impossible Foods Sets Its Sights on Flexitarians'

CEO Peter McGuinness says the company's biggest growth opportunity is with consumers who eat some meat

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...

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