Amid the GLP-1 boom, Impossible Foods has partnered with Equii to cater to America’s protein demand by combining plant-based meat with grain-based pastas and breads.
Days after the new Dietary Guidelines for Americans emphasised greater protein intake, two food tech startups have linked up to deliver on this recommendation.
Plant-based meat maker Impossible Foods has signed a strategic partnership with food tech startup Equii, which makes yeast-protein-powered products rich in fibre.
The collaboration was announced by Impossible Foods CEO Peter McGuinness, though most details remain under wraps for now. “Protein is the #1 food trend in the world. And just this week, the new Dietary Guidelines flipped the food pyramid to put protein at the top,” he wrote in a LinkedIn post.
“Impossible products are some of the most delicious, high-quality, complete sources of plant-based protein on the market. Today, I’m excited to share that our innovation portfolio is expanding as a result of our new strategic partnership with Equii,” he added.
Equii hits the protein-fibre sweet spot
Founded in 2021, Equii uses a microbial fermentation process similar to cheese or yoghurt production to turn grains like oats, sunflower and flax seeds, millets, and quinoa into protein powerhouses. Once added to the grain, the yeast breaks down the starch and sugars to convert them into a protein mass.
The fermentation tanks contain wet microbial and plant biomass, which undergo further processing to refine the proteins and ensure they function as required.
Equii currently sells a range of breads and pastas high in complete protein and fibre content (it will soon launch a baking flour too). These are the two nutrients Americans placed the most focus on last year, bolstered by TikTok trends like fibremaxxing and the rise of GLP-1 drugs such as Ozempic and Mounjaro.
The share of Americans using weight-loss medications more than doubled between early 2024 and summer 2025, from 5.8% to 12.4%. That has pushed food companies to tweak their offerings and meet the demands of GLP-1 users, who witness a 25-40% decrease in muscle mass over eight to 16 months (several times more than non-medicated weight loss approaches and age-related muscle loss).
These drugs work by replicating a natural hormone found in our bodies, called incretin, which boosts GLP-1 to help regulate blood sugar, fulfil satiety and manage weight. Incretin can be regulated by dietary fibre, a nutrient only 5% of American adults consume enough of.
Equii’s products fit neatly into the protein-fibre sweet spot. Its Balance Protein + Fibre Bread, for instance, boasts 8g of protein and 4g of fibre per slice, and its Protein Rigatoni (which combines yeast and wheat protein) is packed with 28g of protein and 10g of fibre per 100g serving.
Impossible Foods hints at protein-packed meals with Equii
Impossible Foods will pair Equii’s nutritional credentials with those of its own products. The Impossible Burger contains the same amount of protein as beef (and with all essential amino acids), but with 33% less saturated fat, zero cholesterol, and more iron, potassium, vitamin B12 and calcium, as well as 5g fibre (animal protein has none).
The company’s plant-based meat products have been certified by organisations like the American Heart Association, American Diabetes Association, and recently earned the NSF Certified for Sport mark, which will allow it to be sold to MLB clubs.
Impossible Foods has been looking to diversify its product portfolio amid flagging sales of meat alternatives in the US, with McGuinness previously signalling a potential move into the blended meat category. (Its chief rival, Beyond Meat, has already gone beyond meat mimics and introduced products that put plant protein at the centre.)
Now, Impossible Foods is aiming to tap the protein demand and GLP-1 market through the Equii partnership. “Teaming up with Equii will allow us to deliver even more protein in a way that’s complementary to our existing plant-based proteins, starting with select grain-based breads and pastas,” said McGuinness.
“Protein shouldn’t stop at the patty and now it doesn’t have to. Imagine having a burger where you can get meaningful protein from both the patty and the bun, bringing even more nutritional value – it’s not impossible.”
The protein boom shows no signs of stopping in 2026, and fibre will continue to gain popularity too. With its Equii deal, Impossible Foods will hope to lead the plant-based industry’s bid to turn its fortunes around.
“This is a big step forward for us and the rest of the category as consumers are looking for ways to pack in the protein. We’re excited to lead the charge,” said McGuinness.
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