The Impossible Burger To Make Its Grocery Debut

Once only available in restaurants, The Impossible Burger will be available for sale in grocery stores this week. Shoppers will be able to buy the meat-free burger at 27 Gelson’s Markets locations in California, and Impossible Foods reportedly plans to bring it to additional grocery stores later in the month, The Verge reported.

The Impossible Burger will come in 12-ounce packages priced at $8.99 apiece. Gelson’s Markets, however, is restricting shoppers to only buying 10 packages per visit. While that may be a disappointment for the most ardent fans of Impossible Burger, the outlet noted that “it’s not entirely unexpected” with reports of meat-free burger shortages.

The rollout takes Impossible Foods into an even closer rivalry with Beyond Meat. At the time it announced its newest burger in June, Beyond Meat said it was available to buy in stores with the inclusion of Kroger, Whole Foods, Publix, Safeway, Wegmans, Sprouts and Target. The outlet notes that The Impossible Burger is “is lagging behind in selling its burgers directly to home cooks” in comparison to that list of stores.

Impossible Foods currently sells its burgers to restaurants, as does Beyond Meat. The Impossible Burger is said to be in more than 17,000 eateries, with the inclusion of over 7,000 Burger King locations. Beyond Meat provides meatballs to Subway and veggie burgers to Carl’s Jr., and is at work with KFC on offering plant-based “chicken.”

In separate news, Impossible Foods announced in May that it had notched a $300 million investment in a funding round. The raise by the firm, which is backed by celebrities like Serena Williams and Katy Perry, indicates the growing appeal of plant-based foods that aim to have a meat-like taste.