Impossible Food: A Soft Power Star



The plant-based burger from Impossible Foods came about when Stanford biochemistry professor Patrick O. Brown searched for ways to reduce industrial animal agriculture. The company was started in 2011, and the Silicon Valley start-up is always working to find new ways to create ‘meat’ from plants.


The Impossible Burger is our featured star as it manages to combine a compelling consumer story, clever brand positioning (avoiding grocery stores and instead focusing on restaurants) and a tone of voice that blends the factual with the friendly, it’s a brand that looks set to be onto a winner if they can scale up successfully.