Impossible Foods Introduces Meatier Brand Identity, Transitions to Bold New Packaging 

Today at Natural Products Expo West, Impossible Foods ushered in its boldest era yet with a new brand identity inspired by the craveability of meat. The California-based company is inviting meat-eating and flexitarian consumers to believe in a future of food that is better tasting, better for people and better for the planet.

A new, striking red aesthetic is at the heart of Impossible’s brand identity evolution, but this move is more than a color change. It...

Impossible Foods to Drop Exclusive First Taste of Its Latest Innovation – Impossible™ Beef Hot Dogs – In New York City Pop-Up

The next-generation, plant-based franks – set to launch in restaurants and grocery stores next year – are taking over a classic New York hot dog stand on Saturday, December 16 for a special holiday preview. 

On Saturday, December 16, Impossible Foods will debut an exclusive sneak preview of its latest meat-from-plants innovation – all-new Impossible™ Beef Hot Dogs – available for one day only in New York City....

Impossible Foods Launches The Indulgent Burger: Premium Patties With Gourmet Flavor

Today, California-based Impossible Foods doubled-down on its industry-leading plant-based beef portfolio with its boldest burger yet: Introducing the Impossible™ Indulgent Burger — a new, more premium version of the original Impossible™ Burger patty with a recipe that’s juicier, meatier and all-around more indulgent.

The Impossible Indulgent Burger is a thick, flavor-forward burger for discerning burger-lovers – in fact, 82% of consumers say it tastes as good as or better than ground beef from cows. Each third-pound, restaurant-style patty packs maximum...  

Impossible Foods Expands with New Chief Science Officer and Chief Supply Chain Officer 

Impossible Foods announced today the addition of two seasoned executives to its leadership team to oversee several critical business functions.

Veteran industrial biotechnology leader Sunil Chandran is joining Impossible Foods as its Chief Science Officer to oversee the company’s R&D and innovation departments, with a focus on improving Impossible’s existing products and introducing new innovations to its product portfolio. Chandran joins Impossible from Amyris Inc., where he spent more than 17 years bringing new fermentation-derived ingredients to market, most recently as its Chief Science Officer...

Impossible Foods Kicks Off Major Summer Marketing Effort 

Impossible Foods is gearing up for summer with the launch of two new national advertising campaigns designed to introduce consumers across the country to the plant-based meat category as well as Impossible’s brand and products.

Premiering this Sunday, June 11 during the 76th Annual Tony Awards® broadcast, Impossible’s “Making Meat History” campaign is a rollicking 90-second musical advertisement. It explores the history of meat through the ages and up to the present day, when the musical’s “historian” narrator introduces meat from a new animal called “the plant.” Impossible created...