Impossible is on a mission to convince meat lovers to eat less meat and in the process, save the world. No big deal, right?

If they wanted meat eaters, they needed to become a meat brand. So we tossed their plant-based identity for something with more meat on the bone.

Instead of being apologetic for not being the meat you know and love, Impossible tripled down on it. Overnight, Impossible became a meat brand. Boldly, bloody red. Stocked in the meat aisle. Getting into beef online. Looking, talking, and acting like a meat brand. We turned just another plant-based patty maker into a category-defying spectacle: the first-ever brand to make Meat From Plants. Impossible? Yes.