Increasingly, vegans, vegetarians and others looking for meat alternatives are seeing a new option on the menu: patties that look, taste and even appear to bleed like beef hamburgers, but are actually made of soy, pea protein and other ingredients.
Now, a leading plant-based meat company called Impossible Foods plans to rebrand, in order to reach a wider audience.
From now on, Impossible Foods says that all of its green cardboard packaging will be switched to red, in a bid to “appeal to the carnivorous cravings of meat eaters,” according to a March 2024 news release.
Some of the plant-based meat substitute industry’s woes can be attributed to politics. Many consumers associate plant-based meat substitutes with veganism, animal rights activism and left-wing politics.
Impossible’s CEO, Peter McGuinness, said in 2023 that his company has an elitist reputation and that the company’s rebranding is a rejection of “wokeness.” The so-called “wokeness” of Impossible and other plant-based meat substitutes shows the symbolic power that food can have in politics.
As communication scholars, we study and teach our students about the persuasive power of symbols. Even innocuous items like the food we eat are symbols that come with attached meanings and values.
Amid the highly polarized politics in the U.S., plant-based meat substitutes and their analog, “real” meat, have become weapons in a symbol-laden political battle between some conservatives and liberals, sometimes nicknamed the “Meat Culture War.” In other words, while an Impossible burger might literally be a soy patty, it is also a symbolic threat to the right-wing ideological order, a symbolic stand-in for the left-wing “villain of the week.”
Increasingly, vegans, vegetarians and others looking for meat alternatives are seeing a new option on the menu: patties that look, taste and even appear to bleed like beef hamburgers, but are actually made of soy, pea protein and other ingredients.
Now, a leading plant-based meat company called Impossible Foods plans to rebrand, in order to reach a wider audience.
From now on, Impossible Foods says that all of its green cardboard packaging will be switched to red, in a bid to “appeal to the carnivorous cravings of meat eaters,” according to a March 2024 news release.
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