The ad attempts to counter the negative press attention in numerous media outlets directed at Impossible Foods and the wider plant-based meat industry.
More:
- Leslie Sims, who just joined Impossible Foods on Jan. 1, said that the ad was not an attempt to "pick a fight" but was about "quickly responding and sticking up for our category, our company, and our mission."
- The ad seemed to respond to a Bloomberg article titled, "Fake Meat Was Suppose to Save the World. It Became Just Another Fad." This discussed how sales of plant-based meat alternatives were falling in restaurants and grocery stores and how the claimed health benefits were no longer promoted after being largely disproven.
- The original Bloomberg article also specifically named Impossible Foods and Beyond Meat and credited Impossible Foods for becoming the leader in the category.
- The ad in the New York Times featured a picture of a Reddit thread where supporters of Impossible Foods attacked Bloomberg's credibility and theorized that the Bloomberg article was written by "a news outlet paid money to write an article by people who make money from meat sales."
- Impossible Foods also published a full reply in a blog post.
