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Impossible Foods growth accelerates as flagship product rolls out in more than 11,000 stores across 50 states

By on September 18, 2020 0

REDWOOD CITY, Calif .– Impossible Foods’ award-winning plant-based Impossible Burger is now available in more than 11,000 supermarkets and grocery stores in all 50 states.

Before the COVID-19 pandemic, Impossible Burger was available in fewer than 150 grocery stores. Over the past six months, the food tech startup’s business footprint has grown 77-fold.

Shoppers can purchase Impossible Burger at Walmart, the world’s largest retailer; Kroger, the country’s largest grocery chain; as well as Albertsons, Fred Meyer, Gelson’s, Safeway, Smith’s, Target, Trader Joe’s, Vons, Wegmans and many more. Starting this month, Impossible Burger rolls out to nearly 1,500 Target stores nationwide. For the closest location, check out Impossible Foods’ location map.

Impossible Foods is one of The fastest growing American brands and the main driver of growth in the overall plant-based food category. Nine out of 10 people who buy Impossible Burger regularly eat foods of animal origin. According to data from consumer analysis firm Numerator, the vast majority of Impossible Burger sales come at the expense of animal meat.

“Three in four Americans now live within 10 miles of a grocery store where they can purchase Impossible Burger. And when people cook it at home, they start telling their friends and family about it, ”said Dan Greene, senior vice president of sales for Impossible Foods. “Our retail push has become a powerful flywheel for long-term growth. “

Retail boom

Appointed best plant-based burger by the New York Times and a favorite of Cook’s Illustrated, Burger impossible rivals ground beef from cow for taste. It does not contain animal hormones or antibiotics and is certified Kosher, Halal and Gluten Free. It’s nutritious and versatile in any ground meat recipe, including stews, chili, sauces, embers, mince, meatballs, meat pies, or any beefy menu item.

Impossible Burger made its grocery store debut in September 2019, when it immediately moved to item n ° 1 sold on the east and west coasts at some of America’s favorite grocery stores, selling more than all ground beef from cows in many grocery stores. In a Southern California grocery store, Impossible Burger topped all brands of ground beef from cows – and it topped the next most popular product by 6X.

Impossible Foods’ retail growth comes in particular from Americans trying Impossible Burger for the first time; the percentage of first-time clients has doubled every month since April. Nine out of 10 customers who buy Impossible Burger in grocery stores say they are satisfied with the product; most plan to buy it again, according to an Impossible Foods customer survey.

Chicago-based analytics company Numerator said the vast majority of Impossible Foods sales in the last 13-week period came at the expense of animal meat. Besides:

  • 21 cents for every dollar spent on Impossible Burger at brick-and-mortar grocery stores adds up to the entire meat category (which includes meat of plant and animal origin) – in other words, Impossible Burger encourages consumers to spend 21% more on all categories of meat;
  • 78 cents on the dollar comes from consumers who switch their purchases to Impossible Burger from other categories of meat of plant and animal origin;
  • In the latter category, 92% of Impossible Burger sales are made directly to the detriment of meat of animal origin – proof that Impossible Burger replaces food of animal origin for 72% of total purchases.

Delicious, nutritious, sustainable

Impossible Burger is the flagship product of Impossible Foods, Inc. Magazine’s company of the year and one of The magazine of the time 50 engineering companies. The company mission is to stop collapse of biodiversity and reverse global warming by eliminating the need for animal husbandry, which brought our planet to the brink of environmental collapse.

The California startup makes delicious, healthy, plant-based foods that deliver all the pleasures and nutritional benefits consumers demand. A 4-ounce serving of Impossible Burger has 19g of protein and is a great source of iron – and it has 0mg of cholesterol, 14g of total fat, 8g of saturated fat, and 240 calories. (A conventional 4-ounce “80/20” pancake from cows contains 80 mg of cholesterol, 23 g of total fat, 9 g of saturated fat and 290 calories.)

Impossible Burger uses 96% less land, 87% less water and 89% less greenhouse gas emissions compared to conventional cow beef. Home chefs can also log in Impossible Foods Impact Calculator to find out exactly how much land, water and emissions they saved by using Impossible Burger instead of ground beef from cows.

About impossible foods:

Based in Silicon Valley, California, Impossible Foods makes delicious and nutritious meat and dairy products from plants, with a much smaller environmental footprint than animal meat. The privately-held food tech startup was founded in 2011 by Patrick O. Brown, MD, Ph.D., professor emeritus of biochemistry at Stanford University and former Howard Hughes Medical Institute researcher. Investors include Coatue, Bill Gates, Google Ventures, Horizons Ventures, Khosla Ventures, Mirae Asset Global Investments, Open Philanthropy Project, Sailing Capital, Temasek, UBS and Viking Global Investors.

Impossible Foods was Magazine Company of the Year Inc. and one of Time Magazine’s 50 Genius Companies. The flagship product, Impossible Burger, has been named New York Times best plant-based burger and received the Food and Beverage Prices (FABI) of the National Association of Restorers.


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