In brief
In response to criticism and a decrease in sales, Beyond Meat and Impossible Foods are actively reformulating their products and launching new health initiatives to promote the idea that plant-based meats can be both healthy and delicious. With support from notable health organizations, the companies seek to change perceptions surrounding ultraprocessed foods.
It's not the ideal time to advocate for ultraprocessed foods as healthy, yet this is precisely what two significant players in the plant-based meat sector are attempting. Beyond Meat and Impossible Foods are both trying to reshape the narrative surrounding their products, presenting their vegan meat alternatives as nutritious options.Beyond Meat is making strides to persuade consumers that their meat substitutes can fulfill health requirements. Similarly, Impossible Foods, which recently transformed its packaging to a more vibrant blood red to attract meat lovers, echoing that sentiment. They aim to change the perception that their offerings are merely processed foods laden with chemicals.To turn around dwindling sales for plant-based meat, both Beyond Meat and Impossible Foods have made efforts to reformulate their offerings. Beyond Meat has worked to reduce saturated fats and sodium in some of its products while simplifying the ingredient lists. In contrast, Impossible Foods has established a “health hub” and revamped its branding to focus on the meat-like qualities of its products. Notably, both companies have received endorsements from the American Diabetes Association and the American Heart Association, which has lent credibility to their claims.This strategy comes against the backdrop of increased scrutiny on processed foods. California's Governor Gavin Newsom has initiated measures to address ultraprocessed foods, alongside mounting research indicating potential health risks associated with such products. These developments have further heightened the stakes for these plant-based meat companies.Despite being classified as ultraprocessed, experts suggest that plant-based meats are not necessarily unhealthy. They generally contain lower saturated fats, no cholesterol, and higher fiber content compared to traditional meat, along with the absence of hormones or antibiotics.A comprehensive review published in the Canadian Journal of Cardiology examined numerous studies comparing plant-based alternatives with meat. The conclusions indicated that plant-based options usually hover between neutral and beneficial health outcomes, as noted by Matthew Nagra, a naturopathic doctor leading the analysis.In essence, Beyond Meat and Impossible Foods are endeavoring not just to survive a tough market but also to carve out a new identity within the health food landscape, proving that ultraprocessed can sometimes come with a nutritious twist.
