REDWOOD CITY, Calif. — Impossible Foods is making its first foray into retail. On Sept. 20, the plant-based Impossible Burger will debut in all 27 outlets of Gelson’s Markets in Southern California. The retail roll-out marks the first time that consumers will be able to buy the product.
Impossible Foods plans to expand its retail presence throughout the fourth quarter and into early 2020 by introducing the Impossible Burger “in industry-leading grocery stores in key regions,” the company said. The product will be offered in additional grocery stores later this month when the Impossible Burger launches on the East coast.
“Our first step into retail is a watershed moment in Impossible Foods’ history,” said Nick Halla, senior vice president of Impossible Foods and overseer of 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.”
Since its debut in July 2016, the Impossible Burger has been adopted onto menus in more than 17,000 locations, including Burger King, White Castle, Little Caesars, Qdoba, Cheesecake Factory and Red Robin restaurants.
“Three years ago, we introduced plant-based meat to top chefs in America’s most important restaurants,” said Patrick O. Brown, founder and CEO of Impossible Foods. “They consistently told us that the Impossible Burger blew them away. 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.”
The Impossible Burger is a plant-based and bioengineered meat alternative that is designed to rival ground beef from cows in taste, nutrition and versatility.
The burger’s crucial ingredient is leghemoglobin, or “heme,” which gives the Impossible Burger its bleeding attribute and creates the flavor in raw and cooked product. Heme reacts with the proteins, amino acids, sugars and vitamins in the blend.
Made with soy protein and free from gluten, animal hormones and antibiotics, the burger is both kosher- and halal-certified. With as much bioavailable iron and protein as a comparable serving of ground beef from cows, a 4-oz. serving of Impossible Burger contains 0 mg of cholesterol, 14 grams of total fat, 8 grams of saturated fat and 240 calories.
“The Impossible Burger is delicious in all ground meat recipes, including stews, chili, sauces, braises, minces, meatballs, meat pies or any other beefy item,” Impossible Foods said. “It’s easy to cook on an outdoor barbecue grill, flat top, Instant Pot, high speed oven, steamer or sauté pan. Home chefs can use the Impossible Burger in recipes from lasagna to lo mein.”
The Impossible Burger generates about 87 percent fewer greenhouse gases, the company said, and it uses 75 percent less water and requires about 95 percent less land than conventional ground beef.
Impossible Foods produces its plant-based burgers and other products at the company’s 68,000-square-foot production plant in Oakland, California.