REDWOOD CITY, Calif. —Impossible Foods announced that two East Coast stores were selected as the next retail locations for Impossible Burgers.
The company said that all 100 Wegmans grocery stores in seven states and at two Manhattan locations of Fairway Market would receive the flagship plant-based patty.
“Wegmans has offered the Impossible Burger in its Burger Bars and Pubs, in select stores, since the spring of 2019, and our customers absolutely love it,” said Ann Johnston, category merchant. “There’s a growing demand for plant-based options, so the fact that customers will now be able to prepare Impossible Burgers at home is a big deal.”
After moving into retail in Southern California last week, Impossible Foods said it outsold ground beef at 27 Gelson’s Markets.
“The Impossible Burger generated more excitement than any other single product we’ve seen in more than a half-century of operations,” said Gelson’s Markets CEO Rob McDougall. “In addition to exceptional sales and volume, the launch initiated a historic consumer reaction from both our loyal and new customers who were thrilled to play a part in the future of food. We look forward to the continued success of our relationship with Impossible Foods.”
The meat-alternative company expects to increase its retail reach throughout the fourth quarter and into early 2020 by introducing the Impossible Burger grocery stores in key regions, according to the company.
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.
Impossible Foods produces plant-based burgers and other products at the company’s 68,000-sq.-ft. production plant in Oakland, California.
According to Impossible Foods, the Impossible Burger is the world’s first and only burger that handles, cooks and tastes like ground beef from cows – but is made entirely from plants. The burger’s crucial ingredient is leghemoglobin, or “heme.” Heme gives the Impossible Burger its bleeding attribute and creates the flavor in the 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 company also claims the Impossible Burger generates about 87 percent fewer greenhouse gases, uses 75 percent less water and requires about 95 percent less land than conventional ground beef.