Impossible Foods' Lite Beef receives ADA’s Better Choices for Life designation, supporting health-conscious consumers

At the HLTH 2024 conference a few weeks ago and ahead of Diabetes Awareness Month, Impossible Foods unveiled its latest product, Impossible Lite Beef, which has earned recognition from the American Diabetes Association (ADA) as part of its 'Better Choices for Life' program. This new, leaner, and protein-packed beef from plants meets the ADA’s rigorous nutritional standards, making it a healthier choice for those managing diabetes.

The 'Better Choices for Life' program is designed to help consumers make informed food choices by offering recommendations based on nutrition science. The guidelines, developed in consultation with registered dietitians, emphasize foods with healthy nutritional profiles that contribute to better long-term health. Impossible Lite Beef, which contains 21g of protein per serving, zero cholesterol, no trans fats, and low saturated fat, meets these criteria and provides a healthier alternative to traditional beef. Additionally, it was previously certified by the American Heart Association's Heart-Check Program, reinforcing its status as a heart-healthy option.

“Health is a top priority for many consumers, and that’s why they’re increasingly choosing plant-based alternatives like Impossible Lite Beef,” said Peter McGuinness, President & CEO of Impossible Foods. “By partnering with trusted organizations like the American Diabetes Association and the American Heart Association, we are able to clearly show how products like Impossible Lite Beef can be part of a nutritious diet. We’re helping people make healthier choices and better manage conditions like diabetes.”

In addition to the new product certification, Impossible Foods has launched a dedicated 'Health Hub' to further support consumer education. This online platform will be a permanent feature on the company’s website, providing verified information on the health and nutritional benefits of plant-based meats. The Health Hub aims to counter misconceptions surrounding plant-based products and offers a wealth of resources to help consumers make informed choices. It includes an ingredient glossary, deep dives into topics such as the role of soy and fiber in health, and nutrition profiles for Impossible products, all backed by the company’s Health & Nutrition team.

The announcement of Impossible Lite Beef’s recognition by the ADA comes as part of the company’s ongoing efforts to expand the role of plant-based meats in the everyday diet. With an increasing number of consumers seeking healthier, sustainable alternatives to traditional meat, Impossible Foods is aligning its products with respected health organizations to show how plant-based meats can meet dietary needs without compromising taste or nutritional value.

Impossible Lite Beef stands out for its environmental benefits as well. In comparison to traditional beef, plant-based options like Impossible Lite Beef have a significantly lower environmental impact, requiring fewer resources such as water and land, and producing fewer greenhouse gas emissions. This environmental advantage, combined with its health benefits, makes Impossible Lite Beef a compelling choice for health-conscious consumers looking to make a positive impact on both their personal health and the planet.