In response to falling sales and critiques of being ultra-processed, Beyond Meat and Impossible Foods are reformulating offerings and highlighting health benefits to regain consumer trust.
Plant-Based Meat Industry Innovates Amidst Scrutiny and Sales Declines
Plant-Based Meat Industry Innovates Amidst Scrutiny and Sales Declines
Beyond Meat and Impossible Foods are rebranding and reformulating products to challenge perceptions of ultraprocessed foods as unhealthy.
As the plant-based meat industry faces increasing scrutiny and declining sales, two major players, Beyond Meat and Impossible Foods, are working hard to reshape their image and re-engage consumers. These companies, once celebrated for their meteoric rise, have recently been characterized by critics as providing chemically-laden and ultraprocessed alternatives to traditional meat products.
In a tough climate for promoting what some consider unhealthy ultraprocessed foods, both Beyond Meat and Impossible Foods are striving to convince the public of the health benefits of their vegan offerings. Beyond Meat has undertaken reformulation of its products to reduce saturated fat and sodium content, as well as simplify ingredient lists. Meanwhile, Impossible Foods has taken a bold step by changing its packaging color from green to a more meat-like blood red in an effort to attract die-hard carnivores.
These changes come at a time when the American Diabetes Association and the American Heart Association have started to classify products from both companies as healthy options, a crucial endorsement that could help regain their foothold in the market. The push to revamp their image is fueled by mounting criticism surrounding ultraprocessed foods, alongside new research linking such foods to negative health outcomes. In California, Governor Gavin Newsom has ordered a crackdown on these types of products, further escalating the pressure on plant-based meat brands.
Despite concerns over processing, experts are highlighting that plant-based meat products may not be as unhealthy as perceived. They typically contain lower levels of saturated fat, zero cholesterol, and a good amount of fiber, differing from conventional animal meat. A review published in the Canadian Journal of Cardiology found that when compared to their animal counterparts, plant-based alternatives can range from neutral to beneficial regarding health outcomes.
As Beyond Meat and Impossible Foods adjust their strategies, they aim to quell doubts about their products and reinforce their position in a changing food landscape where consumer preferences continue to evolve.
