Web Summit 2020 At the press conference as well as “Is a world without meat impossible?” named in session Impossible Foods, on which we have closely focused, continues its steady growth. In addition to Impossible Burger, the brand, which has increased its diversity with Impossible Pork and Impossible Sausage, is currently sold in more than 20,000 supermarkets and 30,000 restaurants in the United States.
Impossible foods, Wieden + Kennedy Portland aims to create broader consumer awareness by stating out loud that they also have meat status in the first global campaign created by Its aim is to challenge the prejudices of meat lovers. He emphasizes that the brand that offers meat substitutes can evolve from a niche market to a conventional option.
The rise of meat substitutes
Alternative proteins dominate 22 percent of the market by 2035, according to a report by the Blue Horizon Corporation. Waiting. Beef producers take a firm stance against nonprofits saying that consumers understand the difference between traditional and alternative meat. In the US, beef industry producers in states like Arkansas, Mississippi, and Missouri oppose the legitimate sale of plant-based products such as meat.
Like the Swedish vegan food company Oatly, which offers herbal products, it has spoken out against the European Parliament’s possible restriction on the packaging of herbal products. Bell Impossible Foods is raising a similar voice for the US beef industry, if it has.
Impossible Foods CEO and Founder Dr. Patrick O. Brown emphasizes that they can deliver the meat flavor and experience that people want without the environmental damage of farm fattening. To prove it, he keeps his speech bold and clear when he first launches a nationwide campaign: We Are Meat.
The campaign aims to raise awareness of Impossible Burger, a national product of Impossible Foods. Impossible Foods, which also made a deal with Burger King in recent years, began selling meatless burgers under the name Impossible Whopper. This joint venture, which began in 59 branches in the United States, has reached more than 7 thousand branches in a short period of four months. had spread.