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Impossible Foods

5 statements across 2 episodes · 1 bullish · 4 bearish · 3 people on the record · first statement Sep 28, 2023 by Shayle Kann · said 26 times in 4 episodes since 2022 · across every show →

Mentions by year

brought up most by Shayle Kann (15), John Baumgartner (6), Liz Specht (3), Ian Rountree (1), Ari Lipman (1)

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0010120220222023202420252026episodesmentions per episode
2026 1 mention in 1 episode
2023 19 mentions in 1 episode
2022 6 mentions in 2 episodes 3 per episode

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Everything said about Impossible Foods, oldest first

Sep 28, 2023 bearish
Assertion Supported
Plant-based meat sales fell before reaching expected market penetration levels.
“They were offered at fast food chains, companies went public, et cetera, and then the traditional curve bent downward, which is to say that sales have actually declined, and we're not nearly yet at the level of penetration where that's what you would expect.”
Shayle Kann Sep 28, 2023 ▶ 3:59 Reviving the stagnant plant based meat market
Sep 28, 2023 bearish
Assertion Supported
Morningstar Farms lost 10% market share as Impossible Foods entered retail.
“The bulk of that share has come at the expense of Morningstar, which is owned by Kellogg. You've seen Morningstar's share go from, you know, 30% leading the category to about 20% now.”
John Baumgartner Sep 28, 2023 ▶ 16:46 Reviving the stagnant plant based meat market
Sep 28, 2023 bullish
Assertion Supported
Impossible Foods captured 11% of the retail plant-based meat market by 2023.
“I mean, you've seen impossible go from not even in the retail market, you know, three, four years ago to about a, you know, 10 or 11% share of the market right now.”
John Baumgartner Sep 28, 2023 ▶ 16:29 Reviving the stagnant plant based meat market
Sep 28, 2023 bearish
Assertion Supported
Beyond Meat's fast-food pilots failed to stick, unlike Impossible at Burger King.
“I think Impossible has made some of the, you know, the stickiest gains, you know, with Burger King there. You know, I think Beyond Meat's been, it's been more disappointing, you know, in the sense that there were a couple of trials with you know, A&W up in Can…”
John Baumgartner Sep 28, 2023 ▶ 9:26 Reviving the stagnant plant based meat market
Jan 8, 2026 negative
Opinion
Rountree: Khosla took market risk by investing in Impossible Foods
“Yeah, but he invested in impossible foods, forgetting that there was market risk there.”
Ian Rountree Jan 8, 2026 ▶ 40:34 The VC case for 'full stack deeptech'
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