USA – Plant based meat alternative company, Impossible Foods, is set to unveil its first brick-and-mortar foodservice venture, Impossible Quality Meats, at the XMarket Food Hall near Uptown Chicago in early August. 

The company, known for its innovative plant-based offerings, has created this new concept as a tribute to its beginnings in the foodservice industry. 

Impossible Foods initially gained recognition through partnerships with major chains like Starbucks, White Castle, and Burger King.

This temporary food service outlet will showcase the brand’s range of plant-based beef, chicken, and pork products. 

The menu will feature items such as a Breakfast Sausage Sandwich, a Chicago Style Hot Dog, and a Grilled Chicken Caesar available as both a salad and a wrap. 

Additionally, a dessert created in collaboration with Oatly will be offered.

Impossible Foods’ CEO, Peter McGuinness, emphasized the significance of this new initiative, describing it as the company’s most ambitious endeavor to date. 

This launch follows the company’s active participation in major industry events earlier this year. In March, Impossible Foods served over 60,000 meals at Expo West, where it also introduced its new packaging. 

In recent months, Impossible Foods has shifted its marketing strategy to focus more on product awareness and taste, moving away from the environmental messaging that previously dominated its brand narrative. 

The company’s rebranding efforts, which began in March, included a new packaging design aimed at appealing to meat eaters. 

The updated packaging, featuring a prominent red color, was launched at the Natural Products Expo West in Los Angeles as part of a broader effort to address consumer concerns about taste and healthfulness in the alternative meat sector.

Unlike its competitor Beyond Meat, which has embraced health and wellness trends, Impossible Foods aims to replicate the experience of eating traditional meat through its plant-based offerings. 

The Impossible Hot Dog, for instance, was recently featured at a pop-up event in New York City.

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