It took a Burger
Veganism is not a new idea. Its been part of a somewhat-fringe, healthy-living, planet-hugging movement for decades. Good intentions, but poor taste.
Its stayed on the fringes, until it was brought to mainstream acceptance and trial by, of all things, the humble burger.
Impossible Foods could have launched with something like a plant-based filet mignon, which in some ways makes more logical sense: showcase the flavor at the most premium end of the beef marketplace, and connect with the affluent consumer who would be willing to pay more for a better for you/better for the planet option.
But instead they went with the burger, and the burger ignited the movement.
The burger Is more populist; more everyday; more American. Mass and mainstream, ready to be dressed up fancy or enjoyed down and dirty. It’s the red meat for the people.
And it opened people's eyes to vegan foods as an option.
Now all the big fast-food chains are on board, as are coffee houses, bakeries and more.
I wonder if this is something we will be seeing more of - the democratization of "purpose", with the most innovative Ideas showing up first in the most humble and accessible of products.
Trickle up.
