Taking aim

When the Impossible Whopper was introduced to America in 2019, much ado was made about the importance meeting consumers where they are. And it worked, to a degree. 

Alt-meat burgers swaddled in waxed paper wrappers, served alongside fries and a fountain cola, were a big part of the reason plant-based alt-meat sales boomed in 2019 and 2020. But so was the pandemic, which made most everyone a little bit more health conscious. 

Though plant-…