In a move seen as broadening its appeal, Impossible Foods has launched a new brand identity at the Natural Products Expo West in Anaheim.
CEO Peter McGuinness announced the rebranding initiative on social media , urging attendees to visit the Impossible booth #523 in Hall A to checkout the transformation firsthand. How do you like the re-imagined old world butchery feel ?
Source: Peter McGuiness Impossible Foods
The rebranding is not just a change of logo or packaging; it represents a strategic shift in Impossible Foods' approach to the market.
The plant-based meat products company, is extending an invitation to all meat-eaters, encouraging them to consider its offerings as nutritious and delicious alternatives to traditional beef, pork, and chicken. This move is aimed at reinforcing the company's commitment to producing food that is beneficial for people, animals, and the planet.
Peter McGuinness highlighted the collective effort that went into achieving this milestone, expressing gratitude towards every team across the company. "The seamless execution of this rebranding, from the introduction of new red retail packaging to the design of a butcher-shop themed booth for the Expo, underscores the company's dedication to its new identity", says Peter McGuiness.
Source: Impossible Foods
But why do companies like Impossible Foods decide to undertake such significant rebranding efforts?
Rebranding is often pursued to refresh a company's image, appeal to a broader audience, or reflect a shift in strategy or values. In the case of Impossible Foods, the rebranding is a clear signal of its intent to make plant-based meat more accessible and appealing to meat lovers, not just vegetarians or vegans.
Source: Impossible Foods
This strategic pivot is designed to not only increase market share but also contribute to the company's mission of creating a sustainable food system.
The rebranding of Impossible Foods could be seen as a bold step towards changing public perception of plant-based meat.
By inviting meat-eaters to explore plant-based alternatives, the company is widening its potential customer base and reinforcing its position as a leader in the food industry's sustainability movement.
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