Nestlé Forced To Rebrand Vegan Burger After Impossible Foods Lawsuit

Nestlé has been instructed to rebrand its Incredible Burger following a lawsuit raised by Impossible Foods.

Plant-based brand Impossible Foods claims that Nestlé’s vegan burger is deliberately similar — in name and appearance — to its Impossible Burger.

The judge presiding over the case has ruled that in addition to rebranding, Nestlé must remove all existing Incredible Burger products from stores within four weeks, or face a fine of €25,000.

The global food giant plants to appeal the decision.

“A Major Victory”

“This injunction from The Hague is a major victory,” said Rachel Konrad of Impossible Foods.

“It’s a real David v. Goliath episode against the largest food company in the world…The branding, description, marketing, the name itself — just shameful.”

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Nestlé Vegan Burger

Nestlé launched the vegan burger in 2019 as a part of its Green Gourmet range.

“Nestlé’s continued expansion into the world of plant-based foods is not surprising given the rise of meatless meals,” said consumer analyst Arian Bassari, in an email to Raise Vegan.

“Despite the setback, Nestlé is well established in the European market and may be in a better position than Impossible Foods to capitalize on the rising popularity in the plant-based sector.”

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