The plant-based Impossible Burger made by Impossible Foods has become the top item being sold at groceries based on sales since its launch last Sept. 20 in Southern California stores and is already being sold in over 17,000 restaurants throughout America. "We had die-hard Impossible fans buying 10 packages at a time, and we saw a record number of new customers who have never shopped Gelson's before. It's the biggest product launch we've ever had," said John Bagan, chief merchandising officer at Gelson's.
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Plant-based meat maker Impossible Foods will try to tempt die-hard meat eaters with its first nationwide TV ad campaign, which features the slogan "We Are Meat." Five TV spots will "introduce Impossible products to consumers nationwide as delicious meat -- no qualifications or compromises needed," said Jessie Becker of Impossible Foods, which now has its meat-alternative products available at 20,000 US grocers.
Impossible Foods' Impossible Burger is entering retail for the first time with a launch in Southern California's Gelson's Market chain. The plant-based meat alternative company said that the product will also be released to more retail locations later this month.
Burger King will put the plant-based Impossible Whopper on the menu nationwide on Aug. 8 for a limited time, and delivery customers will be able to order a $7 taste-test box that will include one Impossible Whopper and one traditional beef Whopper. Impossible Foods has joined with global food producer OSI Group to increase production of the Impossible Burger and other plant-based meat alternatives.
Burger King has launched its plant-based biotech burger, which is a new version of Impossible Foods' Impossible Whopper, in Sweden.
Restaurant Brands International's Burger King is testing Impossible Foods' biotech yeast-derived, plant-based patties on burgers.