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 communicates with a innovative, sustainable and delicious voice using scientific language. Their sentences are primarily statements in the present tense. Their messaging is literal. Their tagline, "Meat made from plants", captures this voice. The central tension in Impossible Foods's communication is tradition vs. innovation, which shapes every message they craft. Their mission is to make the global food system sustainable by transforming how meat is made.

Tone Words

Impossible Foods's brand voice is defined by the following tone words: Innovative, Sustainable, Delicious.

Communication Style

  • Language Style: Scientific
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Literal

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 scientific, 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 scientific language, with literal messaging, in statement-style sentences, using the present tense.

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