Plant-based company Impossible Foods is the fourth fastest growing brand in the United States, according to a new report compiled by market research company Morning Consult. To determine brand growth, the company compared the share of consumers that intended to buy a product from a given brand between January 1, 2019 and January 31, 2019 to their intentions at the end of the year (from October 15 and November 15), with an average of 11,684 surveys per brand. Morning Consult found that throughout the year, consumers became most aware and engaged with five brands: delivery service DoorDash, alcoholic spritzer brand White Claw, delivery service Postmates, plant-based Impossible Foods, and financial tool Venmo. When broken down by generations, Impossible Foods is the second fastest growing brand amongst Baby Boomers, and is growing amongst both Millennials and Generation X (7th and 5th fastest, respectively). In September, a separate Morning Consult report found that Impossible Foods had doubled its consumer based over the course of one year, mostly after it announced its partnership with fast-food chain Burger King. In April, Burger King tested the Impossible Whopper at 59 locations in St. Louis, where the meatless burger attracted 18.5 percent more foot traffic that other Burger King locations. On August 8, Burger King expanded the plant-based Impossible Whopper to all of its more than 7,200 locations nationwide and is currently testing three additional options made with the Impossible Burger at 180 locations.
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