Impossible Foods, a US-headquartered plant-based meat substitutes manufacturer, has unveiled a new packaging design across its product portfolio, marking a significant step in its brand identity evolution.  

The new packaging features a red aesthetic, embodying the company’s ambition to create plant-based meat that rivals animal products in taste, nutrition and environmental impact. 

The design overhaul is the result of a collaboration between Impossible Foods’ in-house marketing and creative teams, led by chief marketing and creative officer Leslie Sims, and branding agency Jones Knowles Ritchie.  

On retail shelves, the red packaging is designed to stand out and reinforce the desired message that Impossible’s products offer the same satisfaction as meat from animals.  

The updated packaging will be rolled out across the US in the coming weeks, with plans to expand to international markets later in the year.  

The company’s Beef Hot Dog will be the first to feature the new look. 

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Impossible Foods president and CEO Peter McGuinness said: “We wanted packaging that lived up to and reflected the deliciousness of our products while really popping on the shelf. We want to be inclusive to anyone who enjoys great food.  

“It doesn’t matter if you are a vegan, a vegetarian, an animal meat-lover, or somewhere in between. What we want to do is educate consumers that they can still enjoy meat by incorporating into their diet a version that is made from plants instead of animals.” 

The announcement comes at a time when Impossible Foods is experiencing significant growth, outperforming the rest of the US plant-based meat category in both dollar and unit sales.  

The brand has a presence in more than 30,000 retail stores and 45,000 foodservice locations across the country.

Impossible Foods products are produced in California and the Midwest US.