Impossible Foods is planning to roll out its plant-based burger in U.S. grocery stores come 2019

Published:
November 8, 2018
Coverage:
Consumer Choices in Food, Health, and Wellness More...
Categories:
Protein
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by Thomas Hayes
Very important

It was only a matter of time for Impossible Foods to expand beyond restaurants and into retail. The Impossible Burger, its flagship product, is now served in about 5,000 restaurants in the U.S. and about 100 in Hong Kong and Macau. This is up from 1,000 U.S. restaurants at the time of its international debut in April 2018. Now that it is venturing into grocery stores, sensitivity to cost is even more heightened. As Impossible Foods has declined to give any indication of the price point it plans to pursue for retail, we'll have to wait and see until the rollout how it will fare. In any case, look for Impossible Foods to go head-to-head with Beyond Meat now that both are jostling for shelf space.

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