Impossible Foods is feeding Gen Z.

Impossible Foods is feeding Gen Z. Plant-based meat boomed in 2020 with sales up 18% last year, and the next generation is expected to fuel the faux meat industry. While young consumers are more likely to be eating plant-based products, education is needed, which is why Impossible Foods has been narrowing in on Gen Z to make plant-based meat more accessible. The brand’s recent efforts include the online guide, “The Birds and the Trees,” which tells teens how to educate their parents about meat’s impact on climate change; and a report about what kids can do to stop global warming through their diets. But the biggest game changer might be that the Impossible Burger and Impossible Sausage now have Child Nutrition Labels, making them a viable option for school cafeterias (as of now, no other plant-based meat company has CN labels according to the USDA). Impossible Foods’ push into schools is a foundational step in capturing next generation shoppers. (Food Dive)