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Impossible foods.jpg Impossible Foods

Impossible Foods launches direct-to-consumer sales

Company plans to expand retail footprint more than 50-fold this year alone.

Impossible Foods recently launched a new e-commerce site that allows people in the lower 48 states to buy the plant-based Impossible Burger and cook it at home.

The startup’s direct-to-consumer channel offers family-size quantities of the Impossible Burger starting at $49.99 (plus tax). The orders come with compostable and recyclable packaging, free shipping and two-day home delivery.

Impossible Foods has increased its retail footprint nearly 20-fold since the start of 2020, and its flagship product is now available in more than 3,000 grocery stores nationwide, including Albertsons, Fred Meyer, Gelson’s, H-E-B, Kroger, Ralphs, Safeway, Smith’s, Wegmans and more.

Grocery store demand for the Impossible Burger broke records in March and then again in April and May. Impossible Foods plans to expand its retail footprint more than 50-fold in 2020 alone.

“With America facing meat shortages for the first time since World War II, we want to make it as easy as possible to get Impossible Burger -- whether you shop in person at your local supermarket, with Instacart or other delivery services or direct online,” Impossible Foods president Dennis Woodside said. “Shelter-in-place and social distancing restrictions due to COVID-19 altered our buying and eating habits, and many of these changes are permanent. Our intention is to make Impossible Burger available everywhere people shop and eat, including directly from our online store.”

According to Impossible Foods, the Impossible Burger made its grocery store debut in September 2019 and immediately became the number-one item sold on the East and West coasts, “easily outselling all ground beef from cows at many grocery stores.” The company further noted that at one grocery store in southern California, its Impossible Burger outsold all brands of ground beef from cows, and it outsold the next most popular single product by six times.

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