>Paying extra for the Impossible brand name is mainly for those wanting to switch from meat yet still yearning for the texture/taste of meat. A brand like Impos

>Paying extra for the Impossible brand name is mainly for those wanting to switch from meat yet still yearning for the texture/taste of meat. A brand like Impossible foods ensuring consistency across restaurants would contribute to people choosing to switch from meat knowing they are getting a product they have had (and enjoyed?) before. I agree with this and the rest of your comment. You said it better than I did at the top level. There's something about food imitating food that puts me off, as is there with seeing branding on items at restaurants; but, I don't have problem going an entire week without eating meat in the first place. These products have a target audience and a good mission, but they're not for me (well, I'd get them in the grocery store when available because I like having a frozen veggie burger option at home for when I'm too lazy to cook).