Impossible Foods Introduces New Health Certification Label for Lite Ground Beef
Impossible Foods has announced the addition of a health certification label to its Lite Ground Beef product. This certification, granted by the American Diabetes Association, serves as an approved checklist to determine if products are suitable for diabetes management.
The process of obtaining this certification for the Lite Ground Beef product was described as rigorous and took several months to complete. The plant-based company, known for its innovative products such as Corn Dogs, alternative Hot Dogs, and nuggets, focused on highlighting the taste and quality of its offerings rather than emphasizing the environmental impact.
Unlike some other plant-based brands, Impossible Foods avoided placing too much emphasis on the health benefits of its products compared to traditional protein sources. CEO Peter McGuinness emphasized the importance of making a good first impression through taste and the overall eating experience.
Speaking about the certification from the ADA, McGuinness stated, “While we’re doubling down on efforts to champion the craveability of our products, we remain really proud of our nutrition story, especially with our more health-forward products like Impossible Lite Beef.”
To educate consumers about the healthfulness of its products, Impossible Foods also launched a Health Hub featuring verified health and nutrition information, recipes, an ingredient glossary, and detailed insights on topics like soy and fiber.
Recently rebranded with vibrant packaging and a new logo, Impossible Foods aims to attract more meat lovers to its range of burgers, sausages, and chicken products. However, some of the company’s other products may not align with the health-focused messaging due to certain ingredients.
On the other hand, competitor Beyond Meat has been focusing on health innovation with its plant-based beef products, though recent financial challenges have led to discussions about balance-sheet restructuring. The company remains committed to delivering clean eating options and is preparing for new product launches in the upcoming year.
Is a Health-Focused Approach Enough?
Experts suggest that plant-based companies may need to rethink their messaging beyond just health benefits and environmental impact. Taste and texture play a crucial role in consumer perception and could be key factors in driving revenue and volume for these brands.
While health certifications are valuable, focusing on creating delicious products that resonate with consumers without the need for constant health messaging could be a more effective strategy in the long run.