The "Impossible" Burger Will Debut in SoCal Supermarkets Soon

Marco Green
September 21, 2019

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. The Impossible Burger will soon be available at your local grocery store.

While there are many other meat substitute brands on the market, by and large, Impossible Foods and Beyond Meat reign in terms of popularity.

It's about to get a lot easier to get the Impossible Burger. Later this month, it will make its East Coast debut. Its signature burger will be available at all 27 locations, spanning Los Angeles, San Diego, and Ventura County.

Up until now, the Impossible Burger was only available at restaurants. Impossible Foods took steps to increase production before Burger King's national rollout of the Impossible Whopper on August 8. The company teased the release of its product for the past week on social media, tempting consumers to guess which location would be the first to launch it, but divulged on Tuesday that it will be the Gelson's Markets location in Westfield Century City, Los Angeles. Neither Beyond Meat nor Impossible Foods is now profitable. "We're excited to bring another important world-wide first-to-market product to our customers, who love trying innovative, delicious food", McDougall said.

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. But Impossible Foods has no intention of stopping with Gelson's.

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. The privately held plant-based meat maker plans to have a presence in grocery stores across every region in the mid-2020. "How barbaric, how unnecessary, '" Brown said.

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