The Grocerant Guru's Take on Driving Demand for Impossible Foods

 

Impossible Foods, which continues to update its portfolio and marketing strategy as the plant-based protein market evolves, has tapped Meredith Madden to serve as chief demand officer. In this new role, she will leverage her background in the plant-based food sector to drive demand for the brand’s growing portfolio.

Madden joins the Impossible Foods c-suite from NotCo, an alternative protein company. While there, she was promoted from U.S. general manager to North America general manager to CEO of the brand’s joint venture with Kraft Heinz. Prior to that, she was chief marketing and category officer at Chobani. She is a graduate of The Ohio State University Fisher College of Business and earned an MBA from Dallas Baptist University.

She will report to Impossible Foods’ President and CEO Peter McGuiness, with whom she worked for nearly a decade at Chobani. In a LinkedIn post, McGuiness said he is eager to team up with Madden to fuel growth at Impossible Foods.

“I’ve seen her brilliantly execute work across the entire commercial business, from sales and marketing to retail execution to insights and analytics to category management,” he shared. “And her more recent roles in executive management have given her a unique and invaluable perspective on managing and empowering people, particularly in the plant-based space.”

Impossible Foods continues to add to its product line as demand for alt-proteins shifts. In October 2024, the company rolled out Impossible Lite Beef with 21 grams of protein, zero cholesterol, and 0 grams of trans fat per serving. So, let’s look at some of the ideations Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® has shared:

Traditional Legacy Tactics to Drive Customer Demand:

1.       Sampling and In-Store Demonstrations – Offering free samples in grocery stores and foodservice establishments allows consumers to taste the quality of Impossible Foods firsthand, breaking down skepticism and encouraging trial.

2.       Couponing and Promotions – Traditional print and digital coupons, as well as temporary price reductions, can entice first-time buyers and encourage repeat purchases.

3.       Retail Shelf Placement & Endcap Displays – Securing prime real estate in grocery stores, such as endcaps or eye-level shelves, increases visibility and impulse purchases.

4.       Co-Branded Partnerships with Established Brands – Collaborating with mainstream food brands (like Kraft Heinz or major QSR chains) builds credibility and trust among consumers familiar with traditional meat products.

5.       Television and Radio Advertising – Legacy media remains a powerful tool to reach broad audiences, particularly targeting flexitarians and health-conscious consumers through engaging storytelling and education.

Non-Traditional Marketing Tactics to Drive Demand:

1.       AI-Driven Personalized Marketing – Leveraging AI to analyze customer behavior and deliver personalized plant-based meal suggestions or digital promotions via email and social media.

2.       Virtual Cooking Classes & Influencer Partnerships – Partnering with food influencers and chefs to showcase creative ways to cook with Impossible products through live streams and interactive experiences.

3.       Experiential Pop-Ups & Food Truck Activations – Hosting pop-ups in high-traffic urban areas or festivals, allowing consumers to try Impossible Foods in unique and engaging environments.

4.       Blockchain Transparency & Sustainability Storytelling – Using blockchain technology to provide transparency on sourcing and sustainability efforts, reinforcing Impossible Foods’ commitment to ethical and eco-friendly food production.

5.       Subscription & Meal Kit Integrations – Embedding Impossible Foods into popular meal kit services like HelloFresh or launching a direct-to-consumer subscription model to encourage habitual consumption.

With Madden’s expertise and a mix of both traditional and cutting-edge marketing strategies, Impossible Foods is poised to elevate its brand, drive new customer adoption, and solidify its position as a leader in the evolving plant-based protein market.

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

Stay Ahead of the Competition with Fresh Ideas

Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

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Plant-Based Protein's Unfulfilled Promise

 

The early 2010s witnessed the rise of plant-based proteins, heralded as a "greener," cost-efficient alternative to traditional meat. Brands like Beyond Meat and Impossible Foods captured public imagination and media attention, promising healthier diets, environmental sustainability, and affordable alternatives to animal-based products.

However, according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® a decade into this movement, the plant-based industry has struggled to meet these lofty expectations, leading to waning consumer interest and a significant decline in market share.

The Rise and Initial Success

Plant-based proteins burst onto the scene with a bang. The early days saw widespread adoption among health-conscious consumers, environmental advocates, and even curious omnivores. The products found a prime place in grocery stores, from major retailers to specialty health stores. Innovators in the field proclaimed these alternatives were the future of food, signaling a potential reduction in global carbon emissions and less reliance on resource-intensive livestock farming.

But the initial buzz was not built to last. Companies leveraged the excitement to position plant-based proteins as premium products, opting to charge higher prices to create an exclusive market. At the time, the prices were justified by the novelty of the product and the complex production processes involved in mimicking the taste and texture of meat. This strategy allowed companies to quickly capture attention and revenue. Unfortunately, this approach also alienated cost-sensitive consumers, setting the stage for the industry's current struggles.

The Price Problem

While plant-based products thrived in their early stages, their price point began to undermine their mass appeal. Plant-based meats were often priced significantly higher than their traditional counterparts, even as production scaled up. This has been a critical misstep. Consumers expected plant-based options to become cheaper over time, in line with standard market dynamics that reward economies of scale. Yet, the industry resisted lowering prices, maintaining premium positioning as a key selling point.

As inflation and economic pressures mounted in recent years, consumer demand began to shift. People facing tighter budgets became less willing to pay extra for plant-based proteins when conventional meat was cheaper. The numbers tell a sobering story: fresh meat alternatives saw volume sales drop 21% year-over-year, while frozen alternatives dipped by 11.7% according to Circana data for the 52 weeks ending May 19, 2024. Plant-based dairy, once another hopeful contender for the future of food, also faced a downtrend with non-dairy milk volume down by 18.1% during the same period.

Growing Pains and Market Share Loss

The promise of a “greener” product replacement was inextricably linked to the idea of widespread consumer adoption. Yet, the plant-based industry's unwillingness to adjust pricing strategies has stunted its ability to capture a broader market. While early adopters embraced the movement, mainstream consumers—who might have switched to plant-based alternatives for economic reasons—turned away when they found cheaper and familiar options in the meat aisle. Overpricing, coupled with consumer perception that plant-based options didn't deliver sufficient taste improvements, contributed to the loss of market share.

This decline has not gone unnoticed. The excitement surrounding plant-based proteins has given way to critical reflection. For instance, plant-based companies that once positioned themselves as revolutionary now face serious questions about their sustainability—not just in environmental terms but in their ability to sustain a viable business model.

Path Forward: Five Ways to Keep the Promise

Despite the setbacks, the plant-based protein industry still holds significant potential. However, to regain consumer trust and fulfill the original promises of affordability and environmental impact, the industry must make key strategic shifts:

1.       Lower Prices to Compete: Plant-based producers must drop the “premium” label and offer prices comparable to animal proteins. With advancements in production technologies and better sourcing, cost reductions are feasible. Offering competitive pricing could remove the major barrier preventing mass adoption.

2.       Focus on Flavor and Texture Improvements: To convince traditional meat-eaters, plant-based products must continue to improve on flavor and texture. Consumers want an eating experience that closely mimics meat without compromise. Companies that prioritize R&D to create superior taste and texture will win back skeptical customers.

3.       Diversify Product Offerings: While burgers and sausages were popular in the initial wave, plant-based companies need to expand into different food categories. Offering ready-to-eat meals, snacks, and innovative plant-based alternatives to seafood or other lesser-explored areas could attract more diverse consumer groups.

4.       Strengthen Environmental Credentials: The industry must highlight its sustainability advantages, showing clear, measurable benefits over animal farming. Consumers care deeply about reducing their carbon footprint but need more education on the tangible environmental impacts of switching to plant-based options.

5.       Strategic Partnerships with Restaurants: While the grocery sector has seen a decline in plant-based sales, partnering with fast-casual chains and restaurants could be a key strategy. If consumers can experience high-quality plant-based meals outside the home, they are more likely to purchase these products at grocery stores. Success in foodservice can drive interest back to the retail aisle.

Think About This

Plant-based proteins promised to revolutionize the food industry by offering a greener, more affordable alternative to traditional meats. However, the industry overestimated its market position and held onto high price points at the cost of broader consumer adoption. Now facing significant market share losses, plant-based companies must rethink their strategies to regain momentum. By addressing pricing, product development, and partnerships, they can revive their unfulfilled promise and carve out a lasting place in the future of food.

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869

Impossible Foods Success Scaling Drops Price

Consumers have decided that they like planted-based protein. In fact, The Good Food Institute (GFI) and the Plant Based Foods Association shows U.S. retail sales of plant-based foods continued to increase by double digits in 2019, growing 11 percent and bringing the total plant-based market value to $5 billion.

Now thanks to month-over-month production records and new economies of scale, Impossible Foods is expanding its product lineup and dropping prices just like the Grocerant Guru® predicted and customer adoption and migration to plant-based food has well exceed his predictions.   

Impossible Foods’ cut its current U.S. foodservice products prices to distributors by 15 percent on average. The move comes amid increasing demand for the flagship Impossible Burger, now served at thousands of restaurants including Burger King, Red Robin, Qdoba, Cheesecake Factory and Hard Rock Cafe. Last week, Impossible Burger was named the official plant-based burger of Walt Disney World Resort, Disneyland Resort and Disney Cruise Line.

Impossible Foods’ CEO Dr. Patrick O. Brown stated “We launched Impossible Burger at America’s top restaurants, and we still enjoy a premium reputation among the world’s best chefs and gourmets,” …“But our stated goal since the founding of the company has always been to drive down prices through economies of scale, reach price parity and then undercut the price of conventional ground beef from cows. Today’s price cut is just the latest step toward our goal of eliminating animals in the food system.”

New data released by Dollar sales for the total U.S. retail food market grew just 2 percent within the total grocery marketplace. While the value of plant-based meat — the second-largest category — is approaching $1 billion, with sales growth of 18 percent in 2019.

The consumer is evolving with seeking food and food products that have the ‘halo’ of better for you according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® and plant-based foods have that halo.  Are you evolving with your customers fast enough? Will you be price competitive in 2021, 2022, or 2023?

Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may the clue you need to propel your continued success.

Is Eating Fake Meat for Lent OK

There is no doubt that ‘fake’ meat, aka the Impossible Foods, Burger and or Beyond Meat, products are hot products and top of mind with consumer this year. Driven in large part Millennials quest for food discovery. It is also true that ‘fake meat’ products in the minds-eye of the consumer have the ‘Halo’ of better for you.

Close to 25 percent of Americans will be observing Lent this year.  Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® stated “given that Pope Francis’s Encyclical on the Environment  “pulls no punches” lamenting pollution, climate change, a lack of clean water, and biodiversity.  Then ‘fake’ meat should be and OK replacement for meat during Lent.

However, not being as close to the Pope as others, he decided to check in with his own parish priest. His priest said that yes, making a conscious choice to forgo meat and select a meat replacement would be inline with the directive to not eat meat. Johnson, then went on to say clearly this elevates the ‘halo’ around fake meat.  

That means Wayback Burgers new Impossible Melt (coming Feb 26) that starts with the Impossible plant-based patty, and features spicy garlic aioli sauce, topped with swiss cheese and sautéed onions, all sandwiched between two toasted, inverted buttered buns is OK to eat during Lent. 

Demand for plant-based meat options continue to grow and a nearly 80 percent increase in plant-based burgers consumed at restaurants last year, according to the NPD Group.  Then again there will be lots of other options including fist for those of you that are more traditional: Including  

Arby’s Fish ‘N Cheddar Sandwich: A crispy fish filet with cheddar cheese sauce, lettuce, and tartar sauce all on a sesame bun, $2 for $6.

A&W Restaurants Cod Sliders: Premium pub-style battered cod topped with tartar sauce and pickles, served on a soft potato bun. Served two-sliders to a basket with fries and coleslaw at the suggested price of $8.99.

Bojangles BojAngler Fish Sandwich:  Wild-caught Alaskan Pollock filet dusted with Bojangles’ Cajun-inspired seasoning blend, served with a slice of American cheese and a dollop of creamy tartar sauce on a toasted, buttered bun, $5 for two sandwiches or a combo meal.

Mission Taco Joint Jamaican Jerk Salmon Taco:  Salmon filet rubbed with Jamaican jerk spices and grilled in a banana leaf, served in a house-made flour tortilla with grilled pineapple pico de gallo, shredded lettuce, Scorpion Chile aioli and fried pickled onions, $3.75.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant

In the Battle for Share of Stomach

Does your menu have a 'Halo' of better for you?

Burger King Plant-based Food Is Scalable

If success does leave clues and it doe’s we are about to see just how powerful and scalable plant based menu items are according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Burger King was the first chain to rollout nationwide a plant-based burger the Impossible Whopper. Now they want they are putting them on sale to edify their relationship with consumers that want and like plant-based food, 2-for-$6 menu. Take that McDonald’s, Chick-Fil-A, Taco Bell.

Integrating plant-based menu items with other long-standing non-plant-based foods the ilk of the Spicy Crispy Chicken, Crispy Chicken and an old-fashioned beef Whopper. It is a brand invitation to everyone in the family, party, or office that should draw very few ‘veto’ votes on where to get their next meal from according to Johnson.

After edifying franchisee, by easing some of its discounting recently, Burger King is showing that plant-based food is scalable.  The hope all along has been that plant-based food is not only better for the environment, better for you with less or zero cholesterol but, better for the retailer because it cost less in the long run to produce.

It is at that intersection of price, better-for-you, combined with Millennials drive food discover that will tell the tale of the long-term success of plant-based menu items.  Right now; it looks as if that is the intersection that Burger King and Impossible Foods are positioning to lead.

Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information.

Battle for Share of Stomach

If you are Selling Innovative New Foods Sell Too the Young

Success does leave clues and Millennials seem to have an unquenchable thirst for food discovery and adoption according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. So, if you have a new food or packaging product the messaging should be targeting the grocerant niche.

Recently, the Michigan State University Food Literacy and Engagement poll surveyed more than 2,100 Americans on emerging food technologies and options, including plant-based meats, cell-cultured meats, insect proteins, meal kits and GMOs. 

Sheril Kirshenbaum, co-director of the poll stated, "Willingness to adopt new alternatives to traditional agricultural products varies tremendously across age groups, and public acceptance of these emerging technologies will determine winners and losers in the international marketplace.” Let’s see the key findings:

PLANT-BASED MEATS

·         35% of Americans have consumed plant-based meat in the past year; 90% say they would do so again. 

·         42% have not consumed plant-based meat but are willing to try it. 

·         30% are unwilling to try it. 

·         Of consumers already eating plant-based meat, 48% are under 40 years old, 27% are over 40.

CELL-CULTURED MEATS

·         35% of American consumers say they are likely to buy cell-cultured meats.

·         49% of these consumers are under 40 years old.

·         25% are 40 and older. 

INSECT PROTEINS

·         25% of American consumers are willing to try foods made with insect-based protein, such as cricket powder.

·         40% of these consumers are under 40 years old.

·         15% are 40 and older. 

MEAL KITS

·         32% of American consumers have tried meal kits within the past 12 months.

·         44% of these consumers are under 40 years old.

·         24% are 40 and older. 

GMOS

·         47% of Americans think they rarely or never consumer GMOs or don't know how often they do so.

·         55% of those under 40 recognize they consumer GMOs daily or once a week.

·         32% of those age 40 recognize this.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant