Beyond Meat rival Impossible Foods readies for retail debut in California

It's about to get a lot easier to buy the Impossible Burger

You can now get them at Burger King locations across the country as part of the Impossible Whopper. "People who shop at Gelson's know and appreciate great food, and the Impossible Burger is going to become a go-to favorite in home-cooked meals, from dim sum to barbecue", Gelson's President and CEO Rob McDougall said. A "diverse crew of grandmas" will be cooking their favorite dishes for shoppers at the center, according to a statement from Impossible Foods. The Silicon Valley company's push into grocery stores will allow Impossible Foods to compete directly with Beyond Meat and a growing list of plant-based alternatives gaining traction in supermarkets as the brands battle for the attention of diners seeking alternatives to beef.

Impossible Foods CFO David Lee spoke to Business Insider about the company's grocery store debut of its flagship product and its choice to partner with Gelson's.

Demand for the Impossible Burger has skyrocketed since its debut in 2016, culminating in shortages of the meatless burger at partner restaurants White Castle and Red Robin this May and June. Stay tuned for Impossible Foods' announcement on the specific retailers.

The Impossible Burger will come in 12 oz. packages and cost $8.99 at Gelson's
Beyond Meat rival Impossible Foods readies for retail debut in California

In July, it got a green signal from the U.S Food and Drug Administration, clearing the way for direct-to-consumer sales at US grocery stores. The product is to arrive in additional stores, including on the East Coast, later this month, but Redwood City, Calif. -based Impossible Foods did not name those stores. Impossible Foods plans to expand the product's availability to other stores through the fourth quarter of the year leading into early 2020.

The bioengineered Impossible Burger is kosher, halal and gluten-free certified with no cholesterol, 14 grams of fat, 8 grams of saturated fat and 240 calories per serving.

At launch, Impossible Foods is selling a 12-ounce pack of plant-derived ground "beef" that will sit next to conventional animal-based beef in Gelson's meat and pre-pack deli sections.


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