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Impossible Foods announced the addition of a new health certification label to Lite Ground Beef.
Certification granted by the American Diabetes Association is essentially an approved checklist that suggests whether a particular product is suitable for diabetes management.
Impossible said this satisfaction with its Lite Ground Beef product took several months and was subject to a “rigorous” process.
A plant-based pioneer offering products from corn dogs to alternative hot dogs and nuggets. Communicating messages about environmental impacts The idea is to raise awareness of products that taste good.
Unlike other plant-based companies, Impossible hasn’t overemphasized the health benefits of its products compared to traditional proteins.
In a previous interview with Food Dive, CEO Peter McGuinness told Food Dive that his main focus is: Make Impossible’s name and products known to more consumers. To have more fun with the brand.
“There is no second chance to make a first impression,” he said, and it is done through taste and dining experience.
ADA certification is “a step toward meeting consumers where they are,” their demand for healthier foods, McGuinness said in a statement.
““We’re doubling down on our efforts to champion the cravings of our products, but we’re also really proud of our nutrition story, especially with health-forward products like Impossible Lite Beef,” said Impossible’s Chief. said Sherene Jagla, Head of Demand. This is a statement about Food Dive.
To help educate consumers about the health benefits of its products, including Impossible Lite Beef, the company is launching a new “health herbs” provides verified health and nutritional information about its products.
The virtual destination includes recipes, ingredient glossaries, and deep dives into nuanced topics like soy and fiber. It aims to debunk misleading nutritional claims about plant-based meats and provide consumers with detailed information about nutritional facts and ingredients. “This is an impossible product,” the company said.
Impossible recently rebranded, debuting bright red packaging and a new logo at Natural Products Expo West in March.
The company’s refreshed look was intended to attract more meat lovers to its burgers, sausages and chicken products to expand its customer base.
While the ADA’s approval of Lite Ground Beef products may be seen as touting their health benefits, some of the company’s other products may not match the same message.
Whole Foods Market recently began selling only chicken products because Impossible’s beef products contained ingredients banned by grocery stores. soy sauce Leghemoglobin is a new food ingredient that gives plant-based foods a meat-like flavor and aroma, and is one of the main ingredients in Impossible beef products. It’s on too Ban on Whole Foods It said it had an ingredient list in line with its ingredient quality standards, which aimed to make consumers feel “trusted” about the food they were buying.
Beyond Meat, Impossible Foods’ competitor and what McGuinness says is “the only true meat alternative on the market,” has also recently completely ignored its health messaging.
Last February, the company introduced its fourth generation of plant-based beef with more “nutritious ingredients.”
The launch, which was expected to appeal to health-conscious consumers and better position Beyond for growth, has so far failed.
For several years now, the company has been facing declining sales; 9 consecutive quarters Sales decreased year over year for the second period ending June 29. Beyond Meat also recently Working with bondholder groups We begin the discussion on balance sheet restructuring.
“Clean eating is the biggest driver of the plant-based meat category, and Beyond Meat is meeting this consumer demand through a health-focused innovation strategy,” a Beyond Meat spokesperson told Food Dive. From the statement sent by email.
The company said it is preparing new launches in the U.S. and internationally next year, although it can’t comment on specifics just yet.
Is health focused enough?
According to Peter Saleh, managing director and food distribution analyst at BTIG, now may be the time for plant-based companies to take a completely new approach to their messaging beyond their environmental impact and health benefits.
“It’s really difficult to change consumer perception. And if it is possible, it will certainly take a long time. Is changing consumer perceptions of a product’s condition enough to generate meaningful revenue and sales? I’m not sure about that,” Saleh said in an interview with Food Dive.
Aside from the health benefits, Saleh said taste and texture may still be defining characteristics and are ones that brands still need to address.
“Some organizations talk about all these medical conferences and things of that nature so they can get certified that they are healthier. But I think it will take a long time to get that message across. “On the other hand, if the taste is right, the consumer doesn’t need to keep getting that message.”
