Impossible Burger Finally Lands In Grocery Stores
by Shawn Binder on 09/20/2019 | 2 Minute Read
Move over meat, the Impossible Burger has landed and is invading retail stores.
As of today, the plant-based meat-alternative currently making waves at Burger King and other restaurants like Umami Burger will be available for purchase at all 27 Gelson’s outlets across Southern California, from San Diego through Los Angeles, Ventura County, and Santa Barbara.
The meat alternative has had a splashy journey, with people comparing it to the taste and texture of actual beef. However, as more companies bought into what Impossible Burger was selling, it became clear the public wanted a meat-alternative, even if they weren’t vegetarian. While you could experience the burger at over 17,000 restaurants, home chefs haven’t had a chance to experiment and create with Impossible Foods, until today.
“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 in a press release. “We can’t wait for home cooks to experience the magic — whether using Impossible Burger in their family favorites or inventing new recipes that go viral.”
While I can’t wait to bring Impossible Burger into my home and create some vegetarian sloppy joes or put a new spin of Taco Tuesday, it seems like the company’s move to open their product to home cooking is posturing to produce user-generated content that will further expand the brand’s reach.
The packaging for Impossible Burger is cheekily similar to any pre-packaged ground beef you might find at a Trader Joe’s. The brand’s vibrant green and bold san-serif font are present, with some playful yellow spots highlighting the fun they’re having disrupting the meat market.
Unfortunately, the packaging is plastic, a questionable move for a company providing a meat-alternative when the cattle industry is so harmful to the planet. But, you know, Rome wasn’t built in a day and all that.
As Impossible Foods heads into early 2020, expect their products to make their East Coast debut. We can’t wait to watch every home chef give their unique spin on a classic with the Impossible Burger.
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