Brandwave

Harmless Food Co vs Impossible Foods:Which is more popular?

In September 2026, Impossible Foods had more branded searches than Harmless Food Co among plant-based meat brands in New Zealand. Impossible Foods had about 690 branded searches, while Harmless Food Co had 260. Impossible Foods made up 36.5% of all plant-based meat brand searches we track, and Harmless Food Co accounted for 13.8%. When we asked ChatGPT and Google AI Overviews about plant-based meat brands, Harmless Food Co appeared in three of the five answers and Impossible Foods in two. Harmless Food Co was mentioned before Impossible Foods in three out of five answers.

Among plant-based meat brands in New Zealand in September 2026

Who do people search for more?

Impossible Foods, about 3 searches for every 1 for Harmless Food Co

Impossible Foods 690 searchesHarmless Food Co 260 searches

Who does AI mention more?

Harmless Food Co, mentioned in 3 of 5 answers, Impossible Foods in 2

Harmless Food Co in 3 of 5Impossible Foods in 2 of 5

Who does AI recommend more?

Harmless Food Co, named ahead of Impossible Foods in 3 of 5 answers

Harmless Food Co first in 3Impossible Foods first in 2

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Top plant-based meat brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Harmless Food Co was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Impossible Foods was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Harmless Food Co was listed before Impossible Foods in three out of five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Plan*t1st
  2. Harmless Food Co2nd
  3. Vegie Delights3rd
  4. Sunfed4th
  5. Tonzu5th
  6. Bean Supreme6th
  7. Quorn7th
  8. Impossible Foods8th
  9. Beyond Meat9th
  10. v2food–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Sunfed5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bean Supreme4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Plan*t4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Harmless Food Co3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vegie Delights3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Impossible Foods2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Quorn2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tonzu2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Beyond Meat2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • v2food0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about plant-based meat brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Harmless Food Co or Impossible Foods more popular in search?

This chart shows how often people search Google for Harmless Food Co and Impossible Foods by name. Each line represents a brand's share of searches for all ten plant-based meat brands we track, month by month, from searches in New Zealand.

Harmless Food Co and Impossible Foods among plant-based meat brands in New Zealand, by month

Share of searches by month for Impossible Foods, Harmless Food Co. The figures are in the table below the chart.

View monthly share of searches table
MonthImpossible FoodsQuornHarmless Food CoTonzuBeyond MeatSunfedBean SupremeVegie DelightsPlan*tv2food
Oct 202514.9%3.5%2%5.8%65.6%2.9%3.8%0.91%0.36%0.18%
Nov 202524.8%7.2%5%14.4%33.3%6.3%6.3%1.8%0.45%0.45%
Dec 202531%8.6%3.7%13.9%21.9%7%11.2%1.6%0.53%0.53%
Jan 202628.8%10.4%11.7%14.4%18.5%5.4%7.7%2.3%0.45%0.45%
Feb 202626.2%8.6%11.2%13.9%21.9%7%7.5%2.7%0.53%0.53%
Mar 202632.6%10.6%7.8%14.7%18.8%7.8%5%1.8%0.46%0.46%
Apr 202632.3%12.6%8.6%16.2%17.2%6.1%4.5%1.5%0.51%0.51%
May 202633.3%13.6%7.1%16.2%17.7%5.6%3.5%2%0.51%0.51%
Jun 202636.2%11.7%10.7%13.3%15.3%5.6%3.6%2.6%0.51%0.51%
Jul 202630.9%12.9%18%14.6%10.7%5.6%3.9%2.2%0.56%0.56%
Aug 202635.2%10%13.9%13.9%16.1%5.2%2.2%2.2%0.87%0.43%
Sep 202636.5%14.8%13.8%13.8%10.1%4.8%2.6%2.6%0.53%0.53%

How has the Harmless Food Co and Impossible Foods comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand plant-based meat brands in September 2026?

3 changes

  1. In September 2026, Quorn overtook Beyond Meat and 2 others to rank 2nd among plant-based meat brands in New Zealand, with 14.8% of the searches.

  2. In September 2026, Impossible Foods gained share of searches among plant-based meat brands in New Zealand, from 35.2% to 36.5%.

  3. Estimated monthly branded searches for Harmless Food Co in New Zealand rose 136.4% over 12 measured months, from 110 to 260 in September 2026.

How are branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Harmless Food Co’s and Impossible Foods’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Harmless Food Co

1 branded search term

  • harmless food co

Impossible Foods

10 branded search terms

  • impossible beef
  • impossible beef mince
  • impossible beef patty
  • impossible burger
  • impossible burger patties
  • impossible foods
  • impossible foods inc
  • impossible meat
  • impossible meatballs
  • the impossible burger

How the Brand Demand Index is measured

Other head-to-heads among plant-based meat brands

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