Dive Brief:
- Plant-based pioneer Impossible Foods today added three new products to its retail docket — Lion King Chicken Nuggets in partnership with the Walt Disney Co., Meal Makers and Impossible Corn Dogs.
- The company said its latest additions to retail shelves will make it more convenient for families to eat plant- based. “We strive to be an inclusive and approachable brand, and developing more convenience-driven products is a big part of that,” said Alexis Regan, senior vice president of sales at Impossible Foods in a statement to Food Dive. “Meat from plants isn’t always at the top of the shopping lists because people assume it’s going to require more special attention – meaning, more time.”
- Last year the company shifted its brand messaging away from the health and environmental benefits of eating plant based and more geared towards taste and the eating experience. Since then, the company has put an emphasis on its retail strategy.
Dive Insight:
The Lion King Chicken Nuggets expand on an already existing partnership with Disney, while the Meal Makers features a new flagship Impossible Beef with two pre-seasoned options, Taco and Italian Style. The new Corn Dog products feature the Impossible Beef Hot Dog which debuted last year and a soft cornmeal exterior.
The new products are meant to make dinner meals easy for families. Retail has become a large part of Impossible Foods’ strategy.
In August, the company opened its first brick and mortar concept in Chicago — Impossible Quality Meats — which was designed to show consumers how plant-based products don’t have to be a sacrifice on taste, texture, or the entire eating experience.
CEO Peter McGuinness said that pushing retail is all about availability and accessibility.
“We intentionally developed these products as a way to be accessible to consumers and let them know that meat from plants can work with their busy lifestyles,” said Regan.
The products will be available within the next coming weeks at existing retailers.
