Impossible Foods has introduced a new health certification label for its Lite Ground Beef, awarded by the American Diabetes Association (ADA). This certification acts as an approved checklist for specific products, indicating their suitability for diabetes management. Impossible Foods stated that achieving this certification for its Lite Ground Beef took several months and involved a “rigorous” process. The company, known for its wide range of plant-based products—from Corn Dogs to alternative Hot Dogs and nuggets—has primarily focused on promoting the taste of its offerings rather than emphasizing their environmental benefits. Unlike other plant-based brands, Impossible has also avoided heavily marketing the health advantages of its products compared to traditional meat sources.
In a previous interview with Food Dive, CEO Peter McGuinness emphasized the importance of expanding Impossible’s visibility among consumers and creating an enjoyable brand experience. “You don’t get a second chance at making a first impression,” he noted, highlighting the significance of taste and the overall eating experience. The ADA certification is seen as a way to “meet consumers where they are,” responding to the increasing demand for healthier food options, according to McGuinness.
Sherene Jagla, Impossible’s chief demand officer, expressed pride in the company’s nutrition narrative, particularly with health-oriented products like Impossible Lite Beef. To support consumer education regarding the health aspects of its products, including Impossible Lite Beef, the company has launched a new “Health Hub” that features verified health and nutrition information. This virtual resource will include recipes, an ingredient glossary, and detailed discussions on topics like soy and fiber, aiming to “debunk false nutritional claims about meat from plants” while providing clearer insights into the nutritional profiles and ingredients of Impossible products.
Recently, Impossible Foods underwent a rebranding, unveiling bright red packaging and a new logo at the Natural Products Expo West in March. This refreshed design is intended to attract more meat enthusiasts to its burgers, sausages, and chicken products, as the company seeks to broaden its customer base. However, while the ADA’s endorsement of its Lite Ground Beef could be seen as a positive step for health messaging, some of the company’s other products do not align with this narrative. For instance, Whole Foods Market has begun selling only Impossible’s chicken products due to the presence of soy leghemoglobin in its beef products, an ingredient banned by the grocer under its Ingredient Quality Standard, which aims to instill consumer confidence.
Beyond Meat, a competitor that McGuinness identifies as the only other “true meat alternative on the market,” has also sharpened its health messaging recently. In February, the company launched a fourth generation of its plant-based beef, featuring more “nutrient-dense ingredients” aimed at health-conscious consumers. However, despite these efforts, Beyond Meat has struggled with declining sales, reporting its ninth consecutive quarter of year-over-year revenue declines as of June 29. The company has engaged with bondholders to discuss balance-sheet restructuring.
“Clean eating is a key driver in the plant-based meat sector, and Beyond Meat is responding to this consumer demand with our health-focused innovation strategy, which sets us apart in the market,” a spokesperson for Beyond Meat stated in an email to Food Dive. While the company is preparing for new launches both domestically and internationally in the upcoming year, experts suggest that plant-based brands may need to adopt a new approach to their messaging that goes beyond environmental impact and health benefits.
Peter Saleh, managing director of BTIG and food distribution analyst, remarked, “Changing consumer perceptions is extremely challenging and may take a considerable amount of time, if it’s even feasible. Even if product health perceptions improve, it remains uncertain whether this will significantly boost revenue and volume.” He added that taste and texture remain critical factors that brands must continue to refine. “Some organizations may focus on medical conferences for accreditation, but conveying that message effectively will take time. If the taste is right, consumers won’t need constant reminders.”
Additionally, there is growing interest in over-the-counter supplements like calcium citrate, which some consumers might consider to enhance their dietary intake alongside plant-based products, further complicating the landscape for brands aiming to position themselves as health-focused.