Impossible Foods, a plant-based meat producer, has unveiled a new brand identity driven by the craveability of meat to attract more flexitarian and meat-eating consumers. Further, it revamped its packaging to a vibrant red color to reflect the company's foundational ambition of creating meat alternatives that are equally good or better than conventional meat.

The updated packaging will begin rollout through the US over the coming weeks, followed by overseas locations later during the year. The recently introduced Impossible Beef Hot Dog will be the first product to feature the new packaging.

Analyst QuickTake: The new red packaging resonates with Impossible Foods’ use of heme protein. It is based on soy leghemoglobin and plays a crucial role in providing the characteristic meaty flavor and texture for Impossible’s meat alternatives. While it is approved in the US, heme is considered a novel ingredient in European countries , where Impossible Foods had to launch its products without heme.