Mission Impossible: Make meat obsolete

by | Jun 25, 2020

(Photo courtesy marketwatch.com)

Impossible Foods founder and CEO Patrick Brown said that the meat industry is in the midst of a reckoning. Brown is convinced that as more consumers opt for healthier food options, the animal-based market will be obsolete within the next two decades.

“From a nutritional standpoint, our products match the protein quality and content of the animal products that they replace. Ours is a clear winner from a health and nutrition standpoint,” Brown said.

“This is why I think people are increasingly aware plant-based products are going to completely replace the animal-based products in the food world within the next 15 years. That’s our mission. That transformation is inevitable,” he added.

Earlier this week, Impossible Foods announced a partnership with Starbucks to carry the Impossible Breakfast Sandwich at most of the international coffee chain’s US locations. The partnership is a huge win for Impossible Foods. “Starbucks was one of our — if not the top — targeted outlet, just because of the power of their brand and their ubiquity,” Brown said. “It’s just a great opportunity for exposure and trial.”

Still, as the demand for plant-based meat alternatives grows, so does the competition. Impossible must compete with rival Beyond Meat, as well as bigger consumer brands like Kellogg, Kraft, and Nestle who have begun creating their own meat substitutes.

In other words, there are a lot of alternative meat alternatives.

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