Plant-Based Giants Rebrand Amid Health Scrutiny

In response to declining sales and criticism, leading plant-based meat brands are revamping their products and messaging to emphasize health benefits and appeal to meat-eaters.

The landscape of plant-based meats is changing rapidly, as two industry leaders, Beyond Meat and Impossible Foods, strive to reestablish their products' health credibility amid growing concerns surrounding ultraprocessed foods. Once riding a wave of popularity, both companies have faced scrutiny from critics labeling their offerings as chemically complex and unhealthy, resulting in declining sales.

To counteract this trend, Beyond Meat is actively reformulating its products to lower saturated fat and sodium while streamlining ingredient lists. Meanwhile, Impossible Foods has unveiled a new “health hub” and updated its branding from a green aesthetic to striking blood red, aiming to attract meat lovers and enhance its image as a fulfilling alternative to traditional meats.

These adjustments are set against a backdrop of significant attention on the health implications of ultraprocessed foods. With public figures, including California Governor Gavin Newsom and health secretary appointee Robert F. Kennedy Jr., raising alarms about industrially processed foods, both companies are keen to pivot consumer perceptions.

Despite their classification as ultraprocessed, experts maintain that plant-based meats can be a healthier choice compared to animal products. Research published in the Canadian Journal of Cardiology underscored that plant meat alternatives typically contain less saturated fat, zero cholesterol, and more fiber, positioning them as comparable to or even more beneficial than traditional meats. Leading health organizations, such as the American Diabetes Association and the American Heart Association, have even endorsed certain products from Beyond Meat and Impossible Foods, fueling their efforts to reshape public opinion.

As these companies navigate a challenging market, their reformulation and rebranding strategies reflect a crucial turning point in how consumers perceive the healthfulness of plant-based diets. The effort not only aims to stabilize their sales but also to promote a broader shift towards healthier eating practices.