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Diving overview:
- Plant-based pioneer Impossible Foods today added three new products to its retail roster, Lion King Chicken Nuggets, in collaboration with The Walt Disney Co., Meal Makers and Impossible Corn Dogs.
- The company said the latest additions to its retail stores will make it more convenient for families to consume plant-based foods. “We strive to be an inclusive and accessible brand, and developing products that drive greater convenience is a big part of that,” Alexis Regan, senior vice president of sales at Impossible Foods, said in a statement to Food Dive. “He said. “Plant-based meat isn’t always at the top of people’s shopping lists because they think it needs more special attention, which means it takes more time.”
- Last year at the company The brand message shifted away from health and environmental benefits. Eat plant-based foods and focus more on taste and eating experience. The company then focused on its retail strategy.
Dive Insights:
Lion King Chicken Nuggets expands its existing partnership with Disney, while Meal Makers launches a new flagship Impossible with two pre-seasoned options: Taco and Italian Style. Introducing Impossible Beef. The new corn dog product features a soft cornmeal exterior similar to the Impossible Beef hot dog released last year.
The new product is designed to make dinner easier for your family. Retail has become a big part of Impossible Foods’ strategy.
In August, the company opened its first brick-and-mortar store in Chicago. Impossible Quality Meats — Designed to show consumers that plant-based products don’t have to sacrifice taste, texture or the overall eating experience.
CEO Peter McGuinness said driving retail was down to availability and accessibility.
“We intentionally developed these products in a way that was accessible to consumers and communicated that plant-based meats fit their busy lifestyles,” Regan said.
The product will be available at existing retailers in the coming weeks.
