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impossible burger.jpg Impossible Foods

Impossible Burger debuts in grocery stores

Company to expand retail presence in coming months by launching burger in industry-leading grocery stores in key regions.

The Impossible Burger made its worldwide debut in grocery stores Friday, giving the general public in southern California the opportunity to buy and experience it at home. Twenty-seven outlets of Gelson’s Markets, one of the country’s premier grocery chains, in southern California are now selling the product.

“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,” Impossible Foods chief executive officer and founder Dr. Patrick O. Brown said. “We can’t wait for home cooks to experience the magic -- whether using Impossible Burger in their family favorites or inventing new recipes that go viral.”

A 12 oz. package of the Impossible Burger will cost $8.99 at Gelson’s Markets and will be available in the meat case, both fresh and frozen.

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 start-up scales up production and capacity -- both at its own plant in Oakland, Cal., and with leading food co-manufacturer OSI Group -- it will accelerate its retail push, the company said.

“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.”

Gelson's president and CEO Rob McDougall said, “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 BBQ. We’ll also be unveiling delicious new recipes featuring Impossible in Gelson’s Kitchen and offering an Impossible Burger at our Wine & Tapas bars. We’re excited to bring another important worldwide, first-to-market product to our customers, who love trying innovative, delicious food.”

Beginning in October, shoppers can get free samples of the Impossible Burger and participate in homestyle cooking demos at selected Gelson’s outlets.

High demand

The Impossible Burger is sold at restaurants in all 50 states and is used in nearly every type of cuisine -- from pizza to poke sushi burritos. The Impossible Burger is now America’s most popular late-night delivery snack, according to Grubhub's "State of the Plate" report, with delivery sales surging 529% in the first half of 2019.

Impossible Foods reported that the Impossible Slider at White Castle is considered one of America’s best fast-food burgers. The Washington Post has also called Impossible’s plant-based burger a “wake-up call to the meat industry.”

In April, the world’s second-largest burger chain, Burger King, debuted the Impossible Whopper in a regional test in St. Louis, Mo. The 59-unit regional test of the Impossible Whopper at Burger King restaurants in St. Louis went so well that the Miami, Fla.-based restaurant chain rolled out the Impossible Whopper last month to 7,200 U.S. restaurants nationwide, according to the announcement.

Since launching in Singapore in March 2019, sales have increased more than five-fold in Asia. Impossible Foods’ plant-based meat is sold in a wide range of restaurants and cuisines throughout Hong Kong, Singapore and Macau, including internationally celebrated establishments by David Myers, Gordon Ramsay and Wolfgang Puck.

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