Impossible Foods Tone of Voice — Innovative & Sustainable
Tagline: "Meat made from plants"
Industry: Plant-Based Food
Sector: Food & Beverage
How Impossible Foods Communicates
Impossible Foods states its paradox as a plain fact. "Meat made from plants" is confident and matter-of-fact about something that sounds impossible — innovative, sustainable, unapologetic. The voice is daring and direct, selling a leap of science like it is obvious.
Tone Words
Impossible Foods's brand voice is defined by the following tone words: Innovative, Sustainable, Delicious.
Communication Style
- Language Style: Daring
- Sentence Type: Statement
- Tense: Present
- Expression: Straightforward
Impossible Foods Brand Story
Impossible Foods set out to solve one of the world's most pressing problems: the environmental impact of animal agriculture. Founded in 2011 by Stanford biochemist Patrick Brown, the company spent years researching what makes meat taste like meat, discovering that heme—a molecule found in every living organism—was the key. Their Impossible Burger bleeds, sizzles, and tastes remarkably like beef, earning partnerships with Burger King, Starbucks, and thousands of restaurants. By targeting meat lovers rather than vegetarians, Impossible Foods has mainstreamed plant-based eating and proven that sustainability can be delicious.
Brand Message
Making meat from plants that tastes better than animal meat
Brand Mission
To make the global food system sustainable by transforming how meat is made
Brand Positioning
Core Concept: Plant-Based Meat
Central Tension: Tradition vs. Innovation
About Impossible Foods
Impossible Foods Inc. is a company that develops plant-based substitutes for meat products. The company's signature product, the Impossible Burger, was launched in July 2016 as a vegan alternative to a beef hamburger. In partnership with Burger King, Impossible Whoppers were released across the United States by summer 2019. The company also makes plant-based chicken products and pork products.
Frequently Asked Questions About Impossible Foods
What is Impossible Foods's tone of voice?
Impossible Foods uses a innovative, sustainable, delicious tone of voice. Their communication is daring, typically using statement-style sentences in the present tense. Their tagline "Meat made from plants" exemplifies this voice.
How does Impossible Foods communicate with customers?
Impossible Foods set out to solve one of the world's most pressing problems: the environmental impact of animal agriculture. Founded in 2011 by Stanford biochemist Patrick Brown, the company spent years researching what makes meat taste like meat, discovering that heme—a molecule found in every living organism—was the key. Their Impossible Burger bleeds, sizzles, and tastes remarkably like beef, earning partnerships with Burger King, Starbucks, and thousands of restaurants. By targeting meat lovers rather than vegetarians, Impossible Foods has mainstreamed plant-based eating and proven that sustainability can be delicious.
What is Impossible Foods's brand message?
Impossible Foods's core message: Making meat from plants that tastes better than animal meat Their mission: To make the global food system sustainable by transforming how meat is made
What is Impossible Foods's slogan?
Impossible Foods's slogan is "Meat made from plants". It carries their innovative, sustainable, delicious voice.
What is Impossible Foods's mission?
Impossible Foods's mission: To make the global food system sustainable by transforming how meat is made
What makes Impossible Foods's brand voice unique?
Impossible Foods stands out through their innovative, sustainable, delicious communication style. Their central brand tension, "Tradition vs. Innovation", shapes how they communicate across the Food & Beverage sector.
What language style does Impossible Foods use?
Impossible Foods uses daring language, with straightforward messaging, in statement-style sentences, using the present tense.
More Food & Beverage brand voices
- Beyond Meat tone of voice
- Oatly tone of voice
- Celsius tone of voice
- Liquid Death tone of voice
- Athletic Brewing tone of voice
- The Farmer's Dog tone of voice
- Blue Bottle Coffee tone of voice
- Just Eat tone of voice
- Chobani tone of voice
- OLIPOP tone of voice
- Poppi tone of voice
- Magic Spoon tone of voice
- Huel tone of voice
- RXBAR tone of voice
- KIND tone of voice
- Siggi's tone of voice
- Ripple tone of voice
- CAULIPOWER tone of voice
- Banza tone of voice
- Hippeas tone of voice
- Siete tone of voice
- Bob's Red Mill tone of voice
- King Arthur Baking tone of voice
- Laird Superfood tone of voice
Compare Impossible Foods
- Impossible Foods vs Beyond Meat tone of voice
- Impossible Foods vs Oatly tone of voice
- Impossible Foods vs Celsius tone of voice
- Impossible Foods vs Liquid Death tone of voice
- Impossible Foods vs Athletic Brewing tone of voice
- Impossible Foods vs The Farmer's Dog tone of voice
- Impossible Foods vs Blue Bottle Coffee tone of voice
- Impossible Foods vs Just Eat tone of voice