Impossible Meat's Plant-Based Burgers Coming to Two East Coast Grocery Stores

Impossible Meat announced its plant-based meatless burger will be sold in Wegmans and Fairway Market on the East Coast.
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Impossible Meat, the startup that makes plant-based meat, is coming to select East Coast groceries stores, as consumers around the country embrace the meat substitute. 

In a press release the Redwood City, California company said the East Coast grocery-store debut of its Impossible Burger kicks off 26 September at 100 Wegmans grocery stores in seven states and two New York City locations of Fairway Market. The Impossible Burge made its West Coast grocery-store debut last week, appearing for the first time in 27 Gelson's Markets in Southern Calfornia. 


Impossible Meat quintuples the number of retailers carrying its product 

"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 the press release. “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.”

With the addition of Wegmans and Fairway Market, Impossible Meat said it will quintuple the number of retail outlets that sell the Impossible Burger. The company said that during the fourth quarter of this year and in early 2020 it will continue to expand the retail presence of the company and its meatless patty.  At Wegmans and Fairway stores, a 12-ounce package of Impossible Burger will sell for $8.99. 

Impossible Meat playing catch-up?

“Three years ago we introduced plant-based meat to the world in Manhattan at Momofuku Nishi, where
Chef David Chang said the Impossible Burger blew him away,” said Impossible Foods’ CEO and Founder Dr. Patrick O. Brown in the same press release. “Now all home chefs in the Northeast can experience their own ‘David Chang moment’ in their own kitchens -- and accelerate the inevitable consumer movement toward plant-based food.”

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Impossible Meat is playing catch up when it comes to finding its way into grocery stores. Its main rival Beyond Meat is already selling its plant-based burgers at Whole Foods, Kroger, Safeway, Publix, Wegmans, Target and Sprouts.