Impossible Foods is appealing to young consumers with frozen meals. Known for their plant-based meat alternatives, Impossible Foods are now offering Impossible Bowls sold in Walmart that include eight different varieties of ready-to-go frozen meals. For those who are still curious about plant-based meats but might be unsure of how to prepare them, the new frozen meals serve as a fool-proof option. The frozen meal industry skyrocketed over the pandemic and with Gen Z’s love of both big box stores and easy meal options, Walmart’s launch could be a hit among young consumers. YPulse’s Cooking and Diets report data shows that young consumers are interested in plant-based meals and a quarter of them eat a frozen dinner on a typical weekday. (Food Dive)
