The executive talked about the need for an Impossible rebrand and relaunch at the time, without releasing any details. Leslie Sims, chief marketing and creative officer, also laid the foundation for the makeover in previous ADWEEK interviews.

“We’re not just growing a brand, we’re growing an entire category,” Sims said in a statement released at this week’s Expo West. “For a long time, meat eaters didn’t see us as something for them. But our mission relies on attracting meat eaters, so we wanted to do what we could to be more inviting in our approach and messaging. 

New packaging, which trades the long-standing pea green color for “bold red,” will begin rolling out this spring as the new Impossible Beef Hot Dog arrives at supermarkets. The design work and strategy for the brand refresh came from Impossible’s in-house marketing and creative teams and agency Jones Knowles Ritchie.