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Impossible Burger launches in US homes

The Impossible Burger has made its worldwide debut in grocery stores at all 27 outlets of Gelson’s Markets in Southern California.

Gelson’s Impossible Burger launch is the first time that the general public has been able to buy and experience the plant-based meat burger at home. The Impossible Burger is on menus in more than 17,000 restaurants.

“Three years ago we introduced plant-based meat to top chefs in America’s most important restaurants, said Impossible Foods’ CEO and founder Dr. Patrick O. Brown. “They consistently told us that the Impossible Burger blew them away. We can’t wait for home cooks to experience the magic – whether using Impossible Burger in their family favourites or inventing new recipes that go viral.”

Throughout the fourth quarter and early next year, Impossible Foods will expand its retail presence by launching the Impossible Burger in industry-leading grocery stores in key regions. Following the Gelson’s Impossible Burger launch, Impossible Foods will release the product in additional grocery stores later this month, when the Impossible Burger makes its East Coast debut.

As the leading food tech startup scales up production and capacity – both at its own plant in Oakland, California, and with leading food co-manufacturer OSI Group – it will accelerate its retail push.

“Our first step into retail is a watershed moment in Impossible Foods’ history,” said Impossible Foods’ senior VP Nick Halla, who oversees the company’s retail expansion. “We’re thrilled and humbled that our launch partners for this limited release are homegrown, beloved grocery stores with cult followings in their regions.”

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