Kroger, Nestle (NSRGY), Hormel (HRL), Trader Joe's, Tyson Foods (TSN), Kellogg (K), and Conagra Brands (CAG) have developed or are in the process of offering their own plant-based alternatives to meat and dairy, much of it inspired by Beyond Meat's explosive valuation after it went public in May and saw its value soar 163% on its first day of trading.
Previously, the brand has been available at over 17,000 restaurants, meaning consumers couldn't simply reach into their fridge to scratch the itch for an Impossible Burger. Burger King serves up the Impossible Whopper, White Castle offers an Impossible Slider, and Red Robin is the largest restaurant chain in the country to carry the Impossible Burger.
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Until now, Beyond Meat, Impossible Foods' main competitor, has been the only plant-based "meat" company to sell its product in grocery stores, which it has done since 2016.
It's about to get a lot easier to get the Impossible Burger. Neither Beyond Meat nor Impossible Foods is now profitable. It will sell 12-ounce packages of Impossible Burgers for $8.99 in meat cases, both fresh and frozen. "But I think it's really important for the Impossible Burger to start at a high-quality place like Gelson's", he said. Gelson's will also add recipes that feature the plant-based meat on its Gelson's Kitchen catering menu and add the Impossible Burger to its Wine & Tapas bar.
Gelson's Chief Merchandising Officer, John Bagan, said he expects vegetarians and flexitarians alike to test out the new product. The privately held plant-based meat maker plans to have a presence in grocery stores across every region in the U.S.by mid-2020. They will be available in other grocery store chains in the state later in the month, at the same time it makes its debut in East Coast grocery stores. "How barbaric, how unnecessary, '" Brown said.