Self-Motivation
David Goggins
Former Navy Seal
Career Development
Bryan Cranston
Actor
Critical Thinking
Liv Boeree
International Poker Champion
Emotional Intelligence
Amaryllis Fox
Former CIA Clandestine Operative
Management
Chris Hadfield
Retired Canadian Astronaut & Author
Learn
from the world's big
thinkers
Start Learning

Impossible Burger hits grocery stores on Friday

Can Impossible Foods beat other brands — like Beyond Meat and Tyson — in the war to dominate the alternative meat industry?

Impossible Foods
  • The Impossible Burger will be available in 27 Gelson's Markets stores in Southern California starting Sept. 20.
  • Beyond Meat and Impossible Foods sell plant-based burgers in restaurants, but only Beyond Meat sells products in grocery stores.
  • Tyson could begin to edge out these smaller companies with its unique meat product that contains plant and animal components, appealing to health-conscious "flexitarians."


Impossible Foods and Beyond Meat have been battling to dominate the alternative meat industry, and now that battle is moving from restaurants to grocery stores.

The Impossible Burger will be available tomorrow in grocery stores for the first time, marking a new chapter in the company's battle against Beyond Meat to dominate the alternative meat industry. Starting September 20, the plant-based burger will be sold at 27 Gelson's Markets stores across Southern California, going for $8.99 per 12-ounce package, fresh or frozen.

But don't plan on stocking up on Impossible Foods' flagship product if you live in California: there's a 10-package-per-shopper limit.

Impossible Foods isn't the first or biggest company to offer plant-based burgers in grocery stores. In June, the rival (and more valuable company) Beyond Meat made its own grocery-store debut when it began offering its popular plant-based burger in stores like Whole Foods, Kroger, Safeway, Publix, Wegmans, Target, and Sprouts. What's more, other brands — like Whole Foods' own 365 Everyday Value label — have also beaten Impossible Foods to the punch.

But the plan to roll out the Impossible Burger to grocery stores has long been in the works, according to Impossible Foods CFO David Lee.

"Even three years ago, before we launched at our first restaurant, we thought about what was the right sequence to eventually reach retail," Lee told Forbes, adding that the company wanted roughly 90 percent of meat-eaters to be aware of the brand before moving to retail.

After Southern California, it's unclear where Impossible Foods will next choose to offer its retail product. But considering the company struggled to meet demand after recently teaming up with Burger King, it's likely that Impossible Foods will choose a measured rollout.

"We are continuing to try to be as available as possible," Lee told Forbes, adding that he predicts "future rapid increase in demand and future short-term scarcity."

Can Tyson beat Beyond Meat and Impossible Foods?

Beyond Meat and Impossible Foods are currently the top players in the alternative meat industry, and it'll likely to stay that way in the near future, as the investment research firm CFRA noted:

"We forecast Beyond Meat and Impossible Foods will remain the fastest-growing players in the space over the next couple of years, thanks to demand from quick-service restaurants."

But Tyson, the world's second largest meat processor, could soon begin to dominate the game, not only with its size and deep pockets, but also by exploiting one potential problem with Beyond Meat and Impossible Foods: these two popular plant-based burgers, while good for the environment, probably aren't all that good for you.

Meanwhile, Tyson's new brand Raised & Rooted is making what seem to be relatively healthier meat products that use plant and animal products.

"Its blended beef and plant-based patties specifically target the 'flexitarian' demographic, who are defined as consumers who purchase both meat and meat alternatives," wrote CFRA's Arun Sundaram.

"This patty stands out from competition, not only because it's a blended meat and plant-based burger, but because it seems to be the healthiest option in the marketplace — it has a comparable amount of protein to traditional 80/20 beef burgers and other plant-based burgers, such as those offered by Beyond Meat and Impossible Foods, but far less total fat and saturated fat. We think more and more consumers are looking at labels and realizing that many plant-based products are not as healthy as they initially thought, and this is where we think Tyson can stand out."

Malcolm Gladwell live! | Strangers, Storytelling, and Psychology

Join the legend of non-fiction in conversation with best-selling author and poker pro Maria Konnikova.

Big Think LIVE

Add event to your calendar

AppleGoogleOffice 365OutlookOutlook.comYahoo


Keep reading Show less

Map of the World's Countries Rearranged by Population

China moves to Russia and India takes over Canada. The Swiss get Bangladesh, the Bangladeshi India. And the U.S.? It stays where it is. 

Strange Maps

What if the world were rearranged so that the inhabitants of the country with the largest population would move to the country with the largest area? And the second-largest population would migrate to the second-largest country, and so on?

Keep reading Show less

Hulu's original movie "Palm Springs" is the comedy we needed this summer

Andy Samberg and Cristin Milioti get stuck in an infinite wedding time loop.

Gear
  • Two wedding guests discover they're trapped in an infinite time loop, waking up in Palm Springs over and over and over.
  • As the reality of their situation sets in, Nyles and Sarah decide to enjoy the repetitive awakenings.
  • The film is perfectly timed for a world sheltering at home during a pandemic.
Keep reading Show less

Scientists solve the origin of Stonehenge’s sarsen stones

Most of Stonehenge's megaliths, called sarens, came from West Woods, Wiltshire.

Culture & Religion
  • Researchers have known Stonehenge's smaller bluestones came from Preseli Hills, Wales, but the source of its sarsens has remained a mystery.
  • Using chemical analysis, scientists found at matching source at West Woods, approximately 25 kilometer north of the World Heritage Site.
  • But mysteries remain, such as why that site was chosen.
  • Keep reading Show less
    Culture & Religion

    Why are there so many humans?

    Having lots of kids is great for the success of the species. But there's a hitch.

    Scroll down to load more…
    Quantcast