In company taste tests, it found that most consumers preferred its product to actual chicken."It's better for you, its better for the environment and it tastes better than the animal," said Impossible Foods President Dennis Woodside. "So we think that's a pretty strong value proposition."Other brands insist they'll defend their turf. Morningstar Farms, the current plant-based poultry sales leader in the U.S., launched a separate brand called Incogmeato in 2019 with products that closely replicate meat.Sara Young, the general manager of plant-based proteins at Kellogg Co., which owns Morningstar, said the brand has the biggest product portfolio and the highest repeat-buyer rate in the plant-based category."We've been at this for a long time," she said.Terence Chea contributed from Redwood City, California.