Impossible Foods expands protein offerings through Equii partnership
Impossible Foods signs a licensing deal with high-protein food maker Equii to create products that complement its plant-based meat line. The move comes amid a slowdown in plant-based meat sales.
USA – Impossible Foods has entered into a licensing agreement with Equii, a company known for high-protein breads, pastas, and baking mixes, to expand its protein-focused product lineup.
Peter McGuinness, CEO of Impossible Foods and former president of Chobani, said on LinkedIn that the partnership allows the company to explore protein options beyond its current plant-based burgers, sausages, chicken, and hot dogs.
The deal will enable Impossible Foods to offer Equii’s protein-enriched products alongside its existing plant-based items, allowing consumers to combine both in single meals.
McGuinness suggested that future offerings could include combinations such as a plant-based burger paired with a protein-rich bun, enhancing the total protein content for consumers.
Financial terms of the licensing agreement were not disclosed, leaving the scope of investment and expected revenue impact unclear.
The partnership comes as consumer demand for protein continues to influence product development across the food industry, with manufacturers adding the nutrient to items from pasta and cereal to snack bars and frozen desserts.
By integrating Equii products with its plant-based lineup, Impossible Foods aims to provide meals that are higher in protein and convenient for consumers, potentially setting it apart from competitors.
Industry analysts see the collaboration as a way for Impossible Foods to respond to ongoing challenges in the plant-based meat market, where overall sales have faced headwinds in recent years.
Economic uncertainty and skepticism over the processed nature of plant-based meats have led some shoppers to reduce spending or switch to lower-cost animal-based options.
In response, companies including Impossible Foods and Beyond Meat have cut jobs and streamlined operations to align costs with declining product demand.
According to the Good Food Institute, U.S. plant-based meat and seafood sales dropped 7% in 2024 to US$1.2 billion, with unit sales falling 11% during the same period.
The Equii licensing deal could provide Impossible Foods with an additional avenue for growth, offering protein-packed options that may attract customers looking for more nutritious or convenient plant-based meals.
Executives at Impossible Foods said the collaboration represents a strategic step in adjusting to shifting consumer preferences while maintaining a presence in the competitive plant-based protein market.
Shoppers can expect to see the first products from the partnership soon, combining high-protein breads and pastas with Impossible Foods’ plant-based meat offerings in retail and potentially meal-kit formats.
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