The Impossible Burger Set to Hit East Coast Grocery Stores

The Impossible Burger Set to Hit East Coast Grocery Stores


Food/Health

Following a successful launch on the West Coast, the plant-based Impossible Burger is set to arrive on the East Coast.

The burgers will initially be available in 100 Wegmans grocery stores across seven states, as well as in two Fairway stores in Manhattan on 74th street and 86th street. The vegetarian burger outsold traditional ground-beef burgers in its first full weekend in Gelson’s supermarkets in California. Now Impossible Foods, producers of the Impossible Burger, will be hoping their soy-based meat alternative can make a similar impact on the East Coast.

Growing Demand for Plant Based Products

The impossible burger had been in development since 2011 and debuted five years later in New York at David Chang’s restaurant, Momofuku Nishi. With more consumers considering the health and environmental impacts of their food choices, the introduction of the Impossible Burger in to grocery stores will give them the opportunity to try them in the comfort of their own homes. The burger is already available in 17,000 restaurants, including Burger King which recently offered a limited time Impossible Whopper to their customers. Even with the new store launches on the East Coast, the Impossible Burger will be stocked in 129 grocery stores by comparison.

A Competitive Market

With a recent report suggesting that 60% of meat options may be produced in a lab or be plant-based by 2040, there is growing interest in the meat-free market. One of Impossible Foods main competitors is Beyond Meat, whose products are also in a number of grocery stores and who saw their shares rise 700% after the initial offering. Other major players in the food producing industry, including Nestle and Kellogg, are working on bringing their own meat-free range to market. Nestle have showed their commitment to this developing market by investing over $5 million in renovating facilities so they can concentrate on such items.

Addressing Consumer Concerns

Gelson’s CEO, Rob McDougall, commented that "The Impossible Burger generated more excitement than any other single product we've seen in more than a half-century of operations”. Consumer concerns for the welfare of the environment and the impact their choices have on it are growing and meat-free substitutes address such worries. Now, with The Impossible Burger, consumers have a product with the taste and texture of a traditional beef burger, something meat-free products have previously struggled to replicate. The East Coast is the next testing ground on their acceptance in to the mass market.

News written by the team of Stores-Locator.com Stores-Locator.com

News in the same category

Good & Gather : the new brand by Target

Good & Gather : the new brand by Target

Target is getting ready to introduce its new grocery brand, Good & Gather throughout the US.

  • Shop
  • Food/Health
Air Cork: a balloon to store wine after opening

Air Cork: a balloon to store wine after opening

To preserve a wine's qualities for several days, it has to avoid any contact with ambient air. Thus, Air Cork is a small balloon which must be inserted into the opened bottle. When inflated, it acts like a cork and protects the wine.

  • Food/Health
Krispy Kreme to Open First Chicago Shop in 14 Years

Krispy Kreme to Open First Chicago Shop in 14 Years

If you are from Chicago and a fan of Krispy Kreme, you should like this – Krispy Kreme is making a return to the Windy City after a hiatus of more than a decade.

  • Food/Health
Target to run food tests in L.A. next year

Target to run food tests in L.A. next year

After encouraging results in Chicago and Minnetonka, Target plans to expand its food tests in L.A. next year.

  • Shop
  • Food/Health
The Impossible Burger Set to Hit East Coast Grocery Stores