Impossible Burger to sell in grocery stores at select locations

Credit
Impossible Burger

Credit Impossible Burger

You'll soon be able to cook an Impossible Burger in your kitchen once the popular plant-based meat substitute reaches certain California grocery store shelves on Friday.

If you live in LA, you can get a free sample of the Impossible Burger at the brand's launch party on the third floor of the Westfield Century City Cabana from 11 a.m.to 6 p.m. PST on September 20 while supplies last.

The Impossible Burger will be sold in its uncooked form, and a 12-oz package will cost $8.99. To celebrate the launch, Impossible Foods is hosting events in California.

Impossible Foods is catching up to Beyond Meat (BYND), whose fake meat patties, sausages, and crumbles have been available at mega chains like Whole Foods (AMZN), Target (TGT) and Kroger (KR), not to mention Gelson's. Other companies are developing their own meat alternatives for sale in grocery stores to compete.

Since debuting in 2016, the Impossible Burger has been taking the world by storm. 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. Stay tuned for Impossible Foods' announcement on the specific retailers. "But I think it's really important for the Impossible Burger to start at a high-quality place like Gelson's", he said. But Impossible Foods has no intention of stopping with Gelson's. From soy-based sliders to ground lentil sausages, plant-based meat substitutes are surging in popularity.

In regards to competition in the plant-based space, Lee said: "It's such an enormous opportunity and market that there is plenty of room for multiple successful players".

Impossible Burgers will debut on the East Coast later this month, we're told, as the nationwide rollout continues through Q4 and into 2020.

"We expect eventually for Impossible to become the new normal. How barbaric, how unnecessary, '" Brown said.

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