International

Impossible Foods shifts focus to taste and nutrition amid UK plant-based market slowdown

Saturday, 28 June 2025 12:12AM UTC

Facing a plateau in plant-based growth across the UK and Europe, Impossible Foods has reprioritized its strategy to emphasise taste, nutrition, and price competitiveness over climate messaging, with plans for rapid expansion once regulatory approvals clear.

At Bloomberg’s Sustainable Business Summit in London, Peter McGuinness, CEO of Impossible Foods, outlined the company’s strategic approach to expanding in the UK and European markets, addressing the challenges and opportunities faced by the plant-based food sector. While the UK remains Europe’s leading market in plant-based consumption, McGuinness noted that its rapid initial growth has plateaued somewhat. This slowing momentum, he explained, stems from issues related to taste and consumer confusion, regulatory delays, and the broader headwinds facing the category. “It started with a big bang... but it’s kind of correcting itself a little bit… the category is kind of shrinking,” he observed, signalling a need for strategic recalibration.

Impossible Foods is navigating regulatory processes in the UK with cautious optimism. Despite delays, McGuinness emphasised their preparedness to scale production swiftly once approvals are secured, with manufacturing facilities already identified in the Netherlands and potential UK-based production ready to meet demand. Reflecting lessons from early marketing missteps, the company has pivoted away from framing its product primarily as a climate solution. McGuinness candidly stated, “We’ve shifted the emphasis away from sustainability… leading with climate didn’t work. Selling food, people eat food for taste and nutrition.” This adjustment aims to broaden appeal beyond niche environmental advocates to more mainstream consumers, including flexitarians.

Central to this repositioning is an intensified focus on taste and nutritional benefits. Impossible Foods promotes its offerings as nutritionally dense options, highlighting their high protein content and absence of cholesterol and artificial additives. This approach addresses prevalent consumer scepticism and combats misperceptions amplified by opponents of the plant-based movement. McGuinness stressed that taste remains the most significant challenge for the industry, with efforts underway to improve flagship products to closely mimic traditional meat flavours and textures. The introduction of a broader product range, such as plant-based chicken nuggets and tenders, aims to capture new segments and increase the category’s overall appeal.

The current economic landscape, with soaring food prices and inflation particularly acute in the UK, has complicated consumer choices. Yet McGuinness remains confident that plant-based alternatives, which can now match or even undercut the price of premium animal-based products like grass-fed organic beef, offer compelling value. “Right now our product is kind of at parity with grass-fed organic beef, which is an amazing accomplishment,” he remarked. This price competitiveness, combined with health benefits such as cholesterol-free formulations, positions the category to attract cost-conscious shoppers looking for nutritious options.

McGuinness also acknowledged that for the plant-based sector to truly flourish, it will require significantly increased investment from major food companies in innovation, marketing, and consumer education. He highlighted the need for a collective industry effort to build awareness and encourage trial among a wider consumer base, particularly as some early exuberance in the market has given way to a more cautious recalibration. Despite recent financial setbacks across the sector and a cooling consumer interest, Impossible Foods’ CEO remains optimistic, describing the category as “in first gear” and poised for substantial growth as awareness and product quality improve.

Reflecting on the company’s broader outlook, McGuinness has articulated plans for a liquidity event, potentially including an IPO within the next two to three years, signalling confidence in long-term prospects despite short-term market challenges. The expansion strategy now includes broader retail distribution through stores ranging from Whole Foods to discount outlets, complemented by enhanced branding that emphasises taste and nutritional quality rather than environmental messaging. This shift responds to evolving consumer priorities, where health considerations and affordability have emerged as pivotal factors.

In summary, Impossible Foods is redefining its approach to the European plant-based market by prioritising taste, nutrition, and price competitiveness over environmental rhetoric, adapting its operational and marketing strategies to meet current market realities. While challenges remain, including regulatory barriers and a more discerning consumer base, the company’s leadership believes the category’s potential remains vast and underexploited. With renewed focus and strategic investments, the plant-based meat sector is positioned not for decline, but for a meaningful resurgence in the years ahead.

📌 Reference Map:

Paragraph 1 – ^[1], ^[3]
Paragraph 2 – ^[1], ^[4]
Paragraph 3 – ^[1], ^[5], ^[6], ^[7]
Paragraph 4 – ^[1], ^[4], ^[2]
Paragraph 5 – ^[1], ^[6], ^[3]
Paragraph 6 – ^[1], ^[2]
Paragraph 7 – ^[1], ^[2], ^[5]

Source: Noah Wire Services

More on this

https://vegconomist.com/society/mcguinness-talks-strategy-impossible-foods-european-expansion-leading-climate-didnt-work/ - Please view link - unable to able to access data
https://www.reuters.com/markets/deals/impossible-foods-ceo-says-company-will-raise-cash-with-or-without-ipo-2024-04-29/ - In April 2024, Impossible Foods CEO Peter McGuinness announced plans for a liquidity event, potentially including a public offering, within the next two to three years. Despite initial success, the demand for meat alternatives has diminished due to record food inflation, leading consumers to opt for cheaper options. To adapt, Impossible Foods is expanding distribution into more retailers, including Whole Foods, dollar stores, and club stores, as well as enhancing its product branding and nutritional claims. McGuinness emphasized the company's shift away from environmental appeals, focusing instead on the health benefits of its products, such as being cholesterol-free.
https://time.com/6251008/peter-mcguinness-impossible-foods-myths/ - Peter McGuinness, CEO of Impossible Foods, responded to negative media portrayals of plant-based meat, notably a Bloomberg Businessweek article calling it an unappealing fad. McGuinness argues that plant-based meat is still in its infancy and the industry is growing, with Impossible Foods' retail sales increasing by 50% in 2022. Despite slower growth in the category, he insists that the market is just beginning to expand, with their products offering health and environmental benefits over animal meat. McGuinness's strategy includes aggressive marketing plans for 2023 and 2024, better product placement in stores, and reducing prices as production scales up. He believes that with increased awareness and continued product development, plant-based meat can achieve wide acceptance and become more competitive against traditional meat.
https://www.bloomberg.com/news/videos/2022-05-19/impossible-foods-brings-chicken-and-sausage-to-the-uk-video - In May 2022, Impossible Foods expanded its presence in the UK by introducing plant-based chicken and sausage products. CEO Peter McGuinness discussed the challenges and opportunities in the UK market, emphasizing the company's commitment to providing better-tasting and more nutritious alternatives to traditional meat. He highlighted the impact of rising food prices and inflation, noting that plant-based alternatives offer competitive pricing and health benefits, presenting a viable solution for consumers seeking affordable, nutritious options. McGuinness also addressed regulatory hurdles, expressing optimism that once approvals are granted, Impossible Foods is ready to scale operations rapidly.
https://www.proteinproductiontechnology.com/post/impossible-foods-eyes-growth-with-flexitarian-focus-and-flavor-first-strategy - Impossible Foods is focusing on a flexitarian approach and a 'flavor-first' strategy to drive growth in the plant-based meat sector. CEO Peter McGuinness identified taste as the primary challenge for the industry, stating that consumers often perceive plant-based meat as lacking in flavour. The company is working on improving its flagship burger to closely replicate the taste and texture of beef. Additionally, Impossible Foods is expanding its poultry line with products like chicken nuggets and tenders. To increase visibility, the company has engaged brand ambassador Joey Chestnut and is experimenting with targeted marketing campaigns. McGuinness emphasized the importance of leading with taste to attract a broader consumer base.
https://vegconomist.com/marketing-and-media/impossible-foods-ceo-crucial-shifts-survival-plant-based-industry/ - Peter McGuinness, CEO of Impossible Foods, highlighted the need for significant shifts in the plant-based industry to ensure its survival. He criticized early marketing strategies that he believes alienated potential customers and called for a more collaborative approach among plant-based companies. McGuinness emphasized the importance of focusing on the nutritional benefits of plant-based products, such as higher protein and iron content, zero cholesterol, and reduced saturated fat, to counteract misconceptions about their healthiness. He also noted the challenges posed by competition from traditional animal agriculture and the need for a united front to address these issues.
https://climatech.live/trends/redefining-climate-solutions-impossible-foods-vision-for-a-sustainable-future/ - Peter McGuinness, CEO of Impossible Foods, discussed the company's vision for a sustainable future, focusing on targeting the massive animal meat market rather than just rearranging the plant-based food sector. He addressed misconceptions about the healthiness of plant-based products, attributing them to negative marketing from the meat industry. McGuinness emphasized the nutritional benefits of Impossible Foods' products, including higher protein and iron content, zero cholesterol, and reduced saturated fat. The company focuses on continuous, incremental improvements to enhance taste and texture, aiming to make delicious and nutritious food that appeals to a broad consumer base.

Noah Fact Check Pro

The draft above was created using the information available at the time the story first emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed below. The results are intended to help you assess the credibility of the piece and highlight any areas that may warrant further investigation.

Freshness check

Score: 8

Notes: The narrative appears to be original, with no evidence of prior publication. The earliest known publication date of similar content is from May 2022. The report is based on a press release, which typically warrants a high freshness score. However, the narrative includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged.

Impossible Foods
plant-based
UK market
sustainability
food innovation