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.

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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.

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