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?
- 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."
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Whether or not women think beards are sexy has to do with "moral disgust"
- A new study found that women perceive men with facial hair to be more attractive as well as physically and socially dominant.
- Women tend to associate more masculine faces with physical strength, social assertiveness, and formidability.
- Women who display higher levels of "moral disgust," or feelings of repugnance toward taboo behaviors, are more likely to prefer hairy faces.
Beards and perceptions of masculinity<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjU5OTg0MC9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTY0NzkxMjM3N30.cH-GqNwP5GVqvstgJWAhBPn1B_lYpVEAI0I7iax7EQw/img.jpg?width=1245&coordinates=0%2C1900%2C0%2C849&height=700" id="caae6" class="rm-shortcode" data-rm-shortcode-id="cb0a355a4e8e1899789bc45f3f7aef56" data-rm-shortcode-name="rebelmouse-image" />
Photo Credit: Wikimedia<p>The study used 919 American (mostly white) women ages 18-70 who rated 30 pictures of men they were shown with various stages of facial hair growth. The photographs depicted men with faces that had been digitally altered to look more feminine or more masculine, with a beard and without a beard. The women rated the men according to perceived attractiveness for long-term and short-term relationships. The study found that the more facial hair the men had, the higher the men were rated on their attractiveness, particularly for their suitability for a long-term relationship.</p><p>Part of this might be attributed to facial masculinity — i.e. protruding brow ridge, wide cheekbones, thick jawline, and deeply set narrow eyes — which conveys information to a woman about a man's underlying health and formidability. Women tend to associate more masculine faces with physical strength and social assertiveness. It can also indicate a man with a superior immune response. The researchers suggested that their findings favoring bearded men could be due to the fact that facial hair enhances the masculine facial features on a man's face, like creating the illusion of a thicker jaw line. This could communicate direct benefits to women like resources and protection that would enhance survival among mothers and their infants. In other words, while a beard doesn't mean superior genetics in and of itself, it might be a primitive, ornamental way of saying, "Hey girl, I'm a testosterone-fueled lean, mean, pathogen fighting machine." <br></p><p>It could also be that a beard becomes its own destiny. The researchers in this study cite prior research that found that by growing a beard, men felt more masculine and had higher levels of serum testosterone, which was linked to a higher level of social dominance. They also tended to subscribe to more old-school beliefs about gender roles in their relationships with women as compared to men with clean-shaven faces.<span></span><br></p>
What does disgust have to do with beard preference?<p>Obviously, not all women dig beards. The researchers were particularly interested in what traits make a women prefer bearded men over clean-shaven faces. They looked into several factors including a woman's disgust levels on various concepts, her desire to become pregnant, and her exposure to facial hair in her personal life. </p><p>According to the study, women who were not into facial hair were turned-off by potential parasites or other critters they imagined could be in the hair or skin. Women ranking high on this "ectoparasite disgust" scale might have viewed beards as a sign of poor grooming habits. However, women who ranked higher in levels of "pathogen" did find the bearded men to be desirable, possibly because they perceived beards as a signal of good health and immune function. An intriguing discovery in the study was links to morality. Women who displayed higher levels of "moral disgust," or feelings of repugnance toward taboo behaviors, were more likely to prefer hairy faces. The authors opined that this could reflect a link between beardedness, politically conservative outlooks, and traditional views regarding performances of masculinity in heterosexual relationships.</p>
Additional findings<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjU5OTg1My9vcmlnaW4uZ2lmIiwiZXhwaXJlc19hdCI6MTYyNDI1NjUyOX0.P9B8WbmJR0q4nfzYZKbuNSA-2SAigVWJgrQE-_Gxlds/img.gif?width=980" id="49143" class="rm-shortcode" data-rm-shortcode-id="2ed3b1d6f20fc170bf2974646e565e8d" data-rm-shortcode-name="rebelmouse-image" />Giphy<p>The correlations that existed between married and single women's rating on the attractiveness of beards were not particularly clear, although the researchers noted that single and married women who wanted children tended to find beards more attractive than the women who didn't want children. They also found that women with bearded husbands found beards to be more attractive, which might indicate that social exposure to beards influences how desirable they are perceived of as being. Or it could be that men with wives who like beards grow beards.</p><p>It's important to note that culture plays a huge role in how attractive women perceive certain male characteristics as being. This study looked at a small, culturally specific group of American women, so no big, universal claims should be made about masculinity, facial hair, and male desirability to women. However, research like this is important in highlighting how human grooming decisions are driven by much more than fashion trends. Sociobiological, economic, and ecological factors all play a part in the way we choose to present ourselves.</p>
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