The Impossible Burger will make its worldwide debut in grocery stores today at all 27 outlets of Gelson’s Markets in Southern California – the first time that the general public will be able to buy and experience the Impossible Burger at home. The Impossible Burger is the award-winning plant-based meat that rivals ground beef from cows for taste, nutrition and versatility. The Impossible Burger is on menus in more than 17,000 restaurants, but home chefs never had a chance to work with the alternative meat product until now.
“Three years ago we introduced plant-based meat to top chefs in America’s most important restaurants,” said founder and CEO Dr Patrick O. Brown. “They consistently told us that the Impossible Burger blew them away. We can’t wait for home cooks to experience the magic – whether using Impossible Burger in their family favourites or inventing new recipes that go viral.”
Throughout the fourth quarter and in early 2020, Impossible Foods will expand its retail presence by launching the Impossible Burger in industry-leading grocery stores in key regions. Impossible Foods will launch in additional grocery stores later this month, when the Impossible Burger makes its East Coast debut. As the leading food tech startup scales up production and capacity — both at its own plant in Oakland, California, and with leading food co-manufacturer OSI Group — it will accelerate its retail push. “Our first step into retail is a watershed moment in Impossible Foods’ history,” said Impossible Foods’ Senior Vice President Nick Halla, who oversees the company’s retail expansion. “We’re thrilled and humbled that our launch partners for this limited release are homegrown, beloved grocery stores with cult followings in their regions.”