Impossible Foods used a phased approach to market introduction

Discuss the following:

Impossible Foods used a phased approach to market introduction. What were the benefits to the customer of this approach? To the company?
Branding is a common way to generate excitement around a product or service. Identify a branding effort that you have observed. What was the company’s approach? In what ways was it successful? Would you suggest any changes to the company’s approach? Explain your answer.
This discussion is based on “The Trillion-Dollar Mission of Impossible Foods” video case.