According to a study by the International Food Information Council, nearly 40% of plant-based meat consumers last year cited healthiness as a primary reason for their choices. However, many plant-based meats can still be high in saturated fat, sodium, and allergens. This prompts plant-based companies to aim for products that are at least as healthy as the meat they aim to replace. The latest reformulation of Impossible Beef moves closer to this goal. The new recipe boasts 38% of the recommended daily value of protein, matching that of 80/20 ground beef. Additionally, the saturated fat content has been reduced by 25%, bringing it down to 6 grams per serving. As a result, the reformulated Impossible Burger now contains less saturated fat than traditional ground beef, which has 9 grams in a hamburger.
It remains to be seen whether these changes significantly impact the eating experience of Impossible Beef. However, CEO Peter McGuinness assured Food Navigator that there are no compromises in taste, mouthfeel, or cooking experience. Consumer responses will be the ultimate test, but so far, there hasn’t been much discussion on social media about these updates.
Impossible Foods isn’t alone in its reformulation efforts; Beyond Meat also revamped its plant-based ground beef product extensively at the start of 2021 to lower fat content and calories while aiming for a meatier taste and juicier burger. As it stands, Beyond Burgers contain 5 grams of saturated fat and 20 grams of protein per patty. Meanwhile, Lightlife, owned by Maple Leaf Foods, undertook significant reformulations in 2020 and 2021 to make its ingredient lists more transparent, focusing on “clean label” products made only with recognizable ingredients.
While Impossible Foods has worked diligently on its reformulation, the company has yet to make a significant announcement regarding it. So far, its packaging speaks for itself. The front of the Impossible Beef package highlights that each serving contains 19 grams of protein, accompanied by a blue circle indicating it has 33% less saturated fat than 80/20 ground beef. This subtle packaging change sets the stage for consumers to compare the nutritional value of Impossible Beef not just with other plant-based options, but also with actual beef.
In the crowded plant-based market, where new products and companies continuously emerge, Impossible Foods emphasizes its long-standing principle: its only true competitor is the meat industry. This reformulation and the new labeling strategy indicate that Impossible Foods wants consumers to perceive it in this light. On a related note, consumers looking to enhance their health may also consider supplements like Citracal Calcium Plus D3 280 ct, which supports overall well-being, aligning with the health-conscious choices many plant-based consumers seek.