Dive Brief:

• Privately owned plant-based pioneer Impossible Foods is launching a beef hot dog, set to be available in grocery stores and restaurants in 2024.
• The Beef Hot Dog will be available for a one day stint at a New York City pop-up on Dec. 16, the company announced. 
• Consumers will have to tune in to the company’s Instagram account for details on the address and timing of the pop-up later this month.

Dive Insight:

Between shifting consumer sentiments, and sales on a steep downward slope, the plant-based space has had to get creative in how it markets products to consumers. 

Beyond Meat, for example, launched a campaign titled “This Changes Everything,” in hopes of educating consumers on the benefits of its products. 

Though recent reports have pointed to a desire for “cleaner” ingredients in plant-based products, Impossible is looking to tap into the street food arena instead. 

The Redwood City, California-based company’s Beef Hot Dogs will be taking over a classic New York stand somewhere in Midtown Manhattan, Impossible said. The product will be free of charge and “promises a fresh but familiar take on the classic American hot dog.” 

The company also claims that its take on the American classic contains 50% less total saturated fat than a leading brand of animal beef hot dog served in restaurants and 12 grams of protein.

This is the seventh new product launched by Impossible Foods in the last year. Earlier this year, the company debuted a “gourmet patty” in all Ruby Tuesday locations nationwide, and a “heart healthy” plant-based take on lean beef. The company also expanded its chicken products with the launch of Spicy Chicken Nuggets and Patties and Impossible Chicken Tenders.