Meat-alternative brand may use meat to enhance its products’ appeal
The chief executive of plant-based meat-alternative brand Impossible Foods, Peter McGuinness, has said the company may begin adding meat to its burgers.
In a recent interview with the Wall Street Journal, Mr McGuinness said his aim was to attract more ‘flexitarian’ consumers, or people who prefer to eat meat only occasionally, to the brand.
Quoting specialist market research group Packaged Facts, the newspaper said US retail sales of plant-based meat-alternative products had fallen in the last three years and were likely to fall again in 2025. Peter McGuinness said part of the blame for this lay with the poor quality of the products that some of his rivals have brought to market.
He did not share figures, but told the WSJ that Impossible Foods was growing. However, he said profitability and a public listing for the group “are probably years away”.
