According to a recent Gallup poll, 4% of Americans are vegetarians, and only 1 percent are vegan. Those numbers might seem low considering all the attention the plant-based meat category has received lately, including two of the biggest brands, Impossible and Beyond.

While both brands have expanded their offerings since entering the market, Impossible and Beyond are perhaps most known for their alternative to beef hamburgers. Both firms tweaked and manipulated plant-based ingredients to replicate the taste, texture, and even the bleed of the real deal as closely as possible.

In Impossible’s case, the alt-meat firm isn’t just copying beef product-wise. Impossible recently unveiled a brand refresh meant to make the brand less “woke” and more meaty. The bright red and butcher shop-inspired typography, along with placement in the meat aisle next to the animal flesh, could lead one to believe that Impossible is making a play for the 95% of the country that eats meat but maybe wants to cut back for health or other reasons.