The Impossible™ Burger will make its worldwide debut in grocery stores at all 27 outlets of Gelson’s Markets in Southern California -- the first time that the general public will be able to buy and experience the Impossible Burger at home.
A 12-ounce package of Impossible Burger will cost $8.99 and be available in both fresh and frozen forms.The Impossible Burger is the plant-based meat that is on menus in more than 17,000 restaurants, but home chefs never had a chance to work with the Impossible Burger until now.
“Three years ago we introduced plant-based meat to top chefs in America’s most important restaurants. They consistently told us that the Impossible Burger blew them away,” said Impossible Foods’ CEO and Founder Dr. Patrick O. Brown. “We can’t wait for home cooks to experience using Impossible Burger in their family favorites or inventing new recipes.”
Throughout the fourth quarter and in early 2020, Impossible Foods will expand its retail presence by launching the Impossible Burger in grocery stores in key regions. Impossible Foods will launch in additional grocery stores later this month, when the Impossible Burger makes its East Coast debut.
Founded in 1951, Gelson’s is one of the country's largest grocery chains. Beginning in October, shoppers can get free samples of the Impossible Burger and participate in homestyle cooking demos at select Gelson’s outlets.