Impossible Foods

The novelty of a “bleeds-like-meat” burger seems to have worn off for consumers, investors and the industry alike. As CPGs at-large turn to formulate with simpler and shorter ingredient decks, the meat alternative category is following along.

In this distribution roundup: Daily Harvest continues its brick and mortar expansion, Fishwife launches nationwide with Whole Foods, YUMI adds Walmart to its growing door count and more.

This weekend, the animal-free meat manufacturer took out a full page ad in the New York Times and issued an online statement responding to a critical Bloomberg Businessweek cover story which labeled the “fake meat” category as “just another food fad” that had failed to deliver on its promise to revolutionize the meat industry.

KeHE Distributors last week unveiled its management succession plan, in which current CEO and 15-year company veteran Brandon Barnholt will transition to executive chairman of the board, effective April 1, with current board member Deb Conklin taking over the top executive role.

Regardless of what it’s called – plant-based, alternative, animal-free, fake meat – 2022 saw plenty of money and movement in the category of non-animal-derived protein. Check out the timeline for highlights from the emerging and tumultuous industry.

Motif FoodWorks announced today it has filed four petitions with the U.S. Patent and Trademark Office to challenge aspects of Impossible Foods’ claim to heme-protein ingredients used in plant-based meat.

In this week’s roundup: Impossible Foods founder Pat Brown goes on a leave of abscence; Boosh raises captial to support Beanfields; Green Giant and the Corn Kid take on Thanksgiving and more.

The conference turned its attention to agriculture over the weekend while climate protests ranged outside the doors. The primary grievance connecting both protesters and attendees: proposed climate action has not been not enough.

In this week’s roundup: CPG execs take action on regenerative ag, New Culture names new investment partner, celebrity chef Kai Chase launches new spice platform and Impossible’s patent holds up amid fight with Motif.

Impossible Foods has laid off around 6% of its 800-person workforce under a structural reorganization led by CEO Peter McGuinness, according to media reports.

Impossible Foods founder and chief visionary officer Pat Brown is leaving the c-suite to lead the company’s new research arm, tentatively dubbed Impossible Labs. This will be Brown’s second title change this year.

Industry experts and plant-based meat leaders agree: achieving price parity with conventional proteins will be key to its success long term. But how, and when, will it get there?

Through its new partnership with Fresh Thyme, New York-based cereal brand OffLimits had added 73 new doors, bringing its total nationwide door count to 150. The partnership marks the formerly direct-to-consumer brand’s first natural grocery chain placement.

In their ongoing efforts to win the hearts and minds of U.S. consumers, emerging plant-based meat giants are looking to make their case at the drive-through. But have these moves accomplished their purpose and contributed to ongoing success?