Impossible Foods is putting the “heme” in “theme park.” The company announced today that Disney has selected the Impossible Burger as its “preferred plant-based burger,” and will be adding the vegetarian meat to its menus at Disneyland, Disney World and Disney Cruise Line.
Being associated with one of the biggest brands on the planet is definitely a nice Donald Duck-sized feather in the cap for Impossible. It will help drive brand awareness among a whole new group of people, and getting the Disney seal of approval should help Impossible score similar deals as it fights off other plant-based burger rivals for market share.
It’s worth noting that Disney is using Impossible by name on its menu. It could have just gone with some other name nameless plant-based burger option (perhaps from Cargill?), but the Mouse House is naming names, and wants people to know its serving Impossible’s product. Impossible was already one of the fastest growing brands in the U.S. last year, and teaming with Disney certainly won’t hurt.
But while Disney is a huge brand name, we should also keep the actual numbers in proper context. Disneyland drew in 18.7 million people last year, while Disney World attracted 20.9 million visitors. According to MagicGuide, Disney World serves 10 million hamburgers a year.
Obviously, there’s only a certain subsection of these audiences that will choose the plant-based option, but the bigger point is that the Disney partnership shouldn’t put a strain on Impossible’s production, like the BK deal did last year.
But what the Disney deal does do is give Impossible another direct connection with the consumer. Disney patrons will be ordering Impossible products by name, an important point as Impossible continues its moves into grocery stores.
Impossible launched its ground meat product last year at select grocery stores. But at retail, Impossible faces competition from the likes of Beyond Meat, Light Life, and a host of other plant-based meat players vying for your greenbacks.
Disney, however, with its parks and cruises, has a variety of different eateries on-site. So the relationship also gives Impossible a number of venues to show off the Impossible Burger served in ways other than a straight up patty, and even outlets to serve up the new Impossible pork product.
The bottom line though is that the happiest place on earth just got a little happier for flexitarians.