Beyond Meat and Impossible Foods: A Healthier Future for Plant-Based Proteins?

As health concerns rise over ultraprocessed foods, Beyond Meat and Impossible Foods are reformulating their offerings and emphasizing nutritional benefits to regain market traction and consumer trust.

In the current landscape, pitching ultraprocessed foods as both delicious and healthy is a challenge, yet that is precisely the goal for two prominent names in plant-based meats: Beyond Meat and Impossible Foods. Following a tough period marked by competition and skepticism over the health impacts of processed foods, both companies are striving to change public perception.

Beyond Meat is on a mission to promote its vegan meat alternatives as nutritious options. Simultaneously, Impossible Foods has revamped its branding—changing its packaging color from green to blood red, signifying a more meat-centric appeal. These strategic moves come amidst declining sales and increased scrutiny on ultraprocessed foods.

In an effort to improve their health profiles, Beyond Meat has revised several of its products, reducing saturated fat and sodium while streamlining ingredient lists. Impossible Foods has taken a step further by establishing a “health hub” aimed at reinforcing its commitment to tasty, high-quality meat substitutes. Impressively, both companies have gained endorsements from health organizations like the American Diabetes Association and the American Heart Association.

This endeavor seeks to counteract the negative sentiment surrounding ultraprocessed foods, especially as influential discussions arise around their potential health impacts. California Governor Gavin Newsom has initiated measures against ultraprocessed foods, while emerging studies increasingly link these items to various health concerns. Furthermore, prominent figures, including Robert F. Kennedy Jr., have vocally criticized processed food products.

Although plant-based meats are categorized as ultraprocessed, experts argue they are not necessarily unhealthy. Typically, these alternatives boast lower saturated fat content, zero cholesterol, and an abundance of fiber compared to conventional meats, along with the absence of hormones or antibiotics. In a comprehensive review published in the Canadian Journal of Cardiology, it was found that plant-based options tend to be classified anywhere from neutral to beneficial in health assessments when compared to meat.

Thus, as Beyond Meat and Impossible Foods work diligently to elevate their health credentials and sales, they are also redefining what it means for a food product to be both plant-based and nutritious.