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 Burger hits grocery stores on Friday
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."

Live on Monday: Does the US need one billion people?

What would happen if you tripled the US population? Join Matthew Yglesias and Charles Duhigg at 1pm ET on Monday, September 28.

Should you grow a beard? Here's how women perceive bearded men

Whether or not women think beards are sexy has to do with "moral disgust"

Photo Credit: Frank Marino / Unsplash
Sex & Relationships
  • 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.
Keep reading Show less

Learn innovation with 3-star Michelin chef Dominique Crenn

Dominique Crenn, the only female chef in America with three Michelin stars, joins Big Think Live.

Big Think LIVE

Having been exposed to mavericks in the French culinary world at a young age, three-star Michelin chef Dominique Crenn made it her mission to cook in a way that is not only delicious and elegant, but also expressive, memorable, and true to her experience.

Keep reading Show less

Ultracold gas exhibits bizarre quantum behavior

New experiments find weird quantum activity in supercold gas.

Credit: Pixabay
Surprising Science
  • Experiments on an ultracold gas show strange quantum behavior.
  • The observations point to applications in quantum computing.
  • The find may also advance chaos theory and explain the butterfly effect.
  • Keep reading Show less

    3 cognitive biases perpetuating racism at work — and how to overcome them

    Researchers say that moral self-licensing occurs "because good deeds make people feel secure in their moral self-regard."

    Photo by Christina @ wocintechchat.com on Unsplash
    Personal Growth

    Books about race and anti-racism have dominated bestseller lists in the past few months, bringing to prominence authors including Ibram Kendi, Ijeoma Oluo, Reni Eddo-Lodge, and Robin DiAngelo.

    Keep reading Show less
    Scroll down to load more…
    Quantcast