Instead, his brand will step up its educational efforts, focusing on the soybean supply chain in Decatur, Ill., and manufacturing in Chicago, Los Angeles and Oakland, Calif. Impossible also aims to move the needle on its household awareness, currently sitting at 15%, and availability in U.S. retailers and restaurants.
“My job is not to steal share from Beyond Meat—then I’ve just moved the deck chairs around, and the category stays at the same size,” McGuinness said. “We have to make the category bigger.”
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