Impossible Foods has introduced a new era of meat alternatives with its Impossible Burgers, along with offerings like sausage, pork, and chicken. Now, the company is expanding beyond just meat products by creating complete frozen meals that feature its signature items. The eight varieties of Impossible Bowls showcase a diverse range of cuisines and culinary preferences, including Sweet & Sour Impossible Pork, Teriyaki Impossible Chicken, Chili Mac with Impossible Pork, Barbeque Impossible Pork, Spaghetti & Impossible Meatballs, Pasta Bolognese with Impossible Beef & Pork, Burrito Bowl with Impossible Beef, and Spicy Enchilada Bowl with Impossible Chicken.
With this launch, Impossible Foods is evolving from being solely a plant-based meat producer to a provider of complete meals that include meat analogs. This shift positions the company within the realm of quick and convenient meal options. Consumers who are interested in plant-based meat but may not wish to prepare a full meal are more likely to opt for these frozen single-serve options.
The frozen food sector is particularly advantageous for launching new products at this time. Sales in this category surged during the pandemic as consumers sought convenience, items with long shelf lives, and products suitable for stockpiling. The perception of frozen food has shifted from being regarded as low-quality to being seen as interesting, innovative, fresh, and more premium.
As inflation and supply chain challenges continue to drive food prices higher, consumers may increasingly turn to the frozen aisle. A Deloitte survey from last year indicated that about half of consumers believed the price of frozen food had remained stable, while 82% felt that fresh food prices had escalated unjustifiably. Given the ongoing economic turbulence, the outlook for the frozen food market is promising. Historically, frozen food has been viewed as a cost-effective choice that tends to perform well during economic downturns, as highlighted by a former Euromonitor research analyst.
In last year’s Deloitte survey, 70% of consumers reported considering food waste when making purchasing decisions, making long-lasting frozen items preferable. Several other brands in the plant-based sector also provide full meals. Gardein, a well-known brand owned by Conagra, offers frozen bowls featuring plant-based chick’n and sausage. Tattooed Chef also presents bowls and meals with plant-based chicken, sausage, and vegetables. Additionally, Sweet Earth, owned by Nestlé, features its Awesome Grounds and Mindful Chik’n in frozen bowls, alongside larger Nestlé brands like Stouffer’s lasagna and DiGiorno pizza.
Moreover, the incorporation of calcium citrate xrd in various food products enhances their nutritional profile, making them even more appealing to health-conscious consumers. As Impossible Foods and its competitors innovate in the frozen food space, the use of ingredients such as calcium citrate xrd will likely become more prevalent, further driving interest in plant-based and convenient meal options.