Impossible Foods, the US meat-free upstart, has announced its first retail listing as the company adds another channel to its budding foodservice business.
The California-based company will see its Impossible Burger on sale at the 27 stores local retailer Gelson’s Markets has in the south of the golden state.
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Yup! @ImpossibleFoods is in select Gelson’s grocery stores! pic.twitter.com/q66Ox2AuJK
— David Lee (@anotherdlee) September 19, 2019
“Three years ago we introduced plant-based meat to top chefs in America’s most important restaurants. They consistently told us that the Impossible Burger blew them away. We can’t wait for home cooks to experience the magic,” Impossible Foods CEO and founder Dr. Patrick Brown said.
Later this month, the meat-free burger will be rolled out into “additional grocery stores” on the East Coast. The identity of the retailer or retailers to stock the burger was not disclosed.
During the final quarter of this year and in the early part of 2020, the company said it will launch the Impossible Burger in “industry-leading grocery stores in key regions”.
We’re just getting started in retail and expect prices to decrease over time. Also, Impossible shrinks less than conventional ground beef, so you should be able to use 12oz Impossible Burger (1 package) for recipes that would typically require 16oz of conventional ground beef ??
— Impossible Foods (@ImpossibleFoods) September 19, 2019
The burger made its debut in select restaurants in 2016 and is now on sale in around 10,000 foodservice outlets in the US, Hong Kong, Singapore and Macau.
Meat giant OSI Group is to manufacture the Impossible Burger for the plant-based business. Impossible Foods already makes the product at its facility in Oakland, California.
