Plant-based meat is often viewed through a positive health lens. According to a 2021 study by the International Food Information Council, 39% of consumers cited health benefits as their primary motivation for choosing plant-based products. Although a recent research review confirmed that plant-based options are generally healthier, navigating through the available choices can still be quite complex. Many plant-based meats contain high levels of fat and sodium, which health-conscious consumers typically aim to avoid.
In an effort to clarify the choices available, Impossible Foods has introduced a new product that features fewer of these undesirable nutrients. Impossible Beef Lite boasts lower calories, reduced fat and sodium, and increased protein compared to its original beef product. A four-ounce serving of Impossible Beef Lite contains 180 calories, six grams of total fat, and 21 grams of protein. In contrast, a comparable serving of 90/10 ground beef has 199 calories, 11 grams of total fat, and 23 grams of protein. While Impossible Beef Lite has more sodium at 260 milligrams compared to the 75 milligrams found in beef, this is still an improvement over the 370 milligrams in the original version.
Similar to the higher cost of leaner ground beef, Impossible Beef Lite is priced at $8.99 for a 12-ounce package, as stated by the company. This new offering represents a significant nutritional enhancement, but an Impossible Foods spokesperson noted that it is intended to complement the existing product lineup. Just as ground beef is available in various fat contents to cater to different nutritional and functional needs, Impossible is adopting the same strategy with its plant-based meat alternatives.
The company asserts that Impossible Beef Lite maintains the look, cooking qualities, and flavor of its primary products; however, consumer acceptance remains uncertain. Some plant-based meats have been criticized for their dry texture, and it will be intriguing to see whether Impossible Foods can successfully reduce fats while keeping the product juicy. Additionally, certain ingredients in plant-based meats can impart strong flavors, which often results in higher sodium levels. Consumers might respond negatively if a decrease in sodium leads to a more bitter or protein-like taste in Impossible Beef Lite.
The launch of this new product marks a significant advancement for Impossible Foods, particularly as the overall sales of plant-based meat have begun to plateau. Its competitor, Beyond Meat, is also striving to position itself as a healthier alternative to stimulate sales growth. Although Impossible Foods does not disclose its sales figures as a private company, it has reported over 50% growth in retail dollar sales last year. Nevertheless, products that combine the appeal of plant-based meat with solid nutritional profiles, akin to the benefits of calcium citrate gummies, can drive further growth for the brand.