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."
Dominique Crenn, the only female chef in America with three Michelin stars, joins Big Think Live this Thursday at 1pm ET.
Scientists discover the inner workings of an effect that will lead to a new generation of devices.
- Researchers discover a method of extracting previously unavailable information from superconductors.
- The study builds on a 19th-century discovery by physicist Edward Hall.
- The research promises to lead to a new generation of semiconductor materials and devices.
Credit: Gunawan/Nature magazine
Students who think the world is just cheat less, but they need to experience justice to feel that way.
- Students in German and Turkish universities who believed the world is just cheated less than their pessimistic peers.
- The tendency to think the world is just is related to the occurence of experiences of justice.
- The findings may prove useful in helping students adjust to college life.
The world is just? That’s news to a lot of people.<p>The study is the most recent addition to a long line of work focusing on the belief in justice, our behavior, and our reactions to evidence that might suggest injustice occasionally occurs. This study focuses on a personal belief in a just world, (PBJW) rather than a general belief in a just world (GBJW). The difference between them must be highlighted.</p><p>GBJW is the stance that justice prevails all over the world and that people tend to get what they deserve. PBJW is more focused on the individual's social environment and their belief that they tend to be treated justly. While several studies show PBJW correlates with a higher sense of well-being and a variety of other positive effects, a high GBJW is associated with less life satisfaction, negative behavior, and callousness towards the suffering of <a href="https://link.springer.com/book/10.1007%2F978-1-4939-3216-0" target="_blank">others</a>. This study controlled for GBJW, and focused on PBJW as much as possible. </p><p>To assure that culture was not a factor, the study included students at universities in both Germany and Turkey. </p><p>The researchers gave students at the four participating universities a series of questionnaires that asked if they ever cheated in class, if they perceived the world to be just, if they though that justice always prevailed everywhere, their tendencies towards socially appropriate behavior, their life satisfaction, and if they felt like they were treated justly by their teachers and fellow students. </p><p>The answers were statistically analyzed for relationships. While some of the connections seem trivially true, others were surprising. <strong></strong></p><p>PBJW turned out to only be an indirect predictor of if a student was likely to cheat. Both a belief in a just world and a lower likelihood of cheating were mediated by the justice experiences of the students, with more of these positive experiences lowering the rate of cheating and improving their belief in justice. This was also associated with higher levels of life satisfaction. </p><p>These effects existed across all demographics in both countries. </p>
What does this mean? Is a belief in justice a self-fulfilling prophecy?<iframe width="730" height="430" src="https://www.youtube.com/embed/6oMv-azHNCA" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe><p>In a way, it seems to be. People who have reason to think the world is just to them tend to interpret events in a way to sustain that belief and behave in a just manner. In a larger sense, the take away from this study is that experiences of justice, both from peers and instructors, is vital to student's wellbeing and understanding that the rules that exist about cheating are part of a larger, legitimate, system. </p><p>The researchers, citing previous studies on the perception of justice, note that "justice experiences (1) signal that university students are esteemed members of their social group, which in turn conveys feelings of belonging and social inclusion and (2) motivate them to accept and observe university rules and norms. These cognitive processes may thus strengthen their well-being and decrease the likelihood that they cheat."</p><p>The authors also suggest that if you want people (not only students) to act justly; consider treating them with "civility, respect, and dignity."</p><p>Sometimes, all it can take to help somebody act virtuously is to treat them well. Likewise, people treated harshly can rarely find reason to play by rules that don't protect them. The findings of this study will certainly add to the literature on how we perceive justice in the world around us, but might also help us remember that there are real consequences to our actions which can be much larger than we imagine. <strong></strong></p>
This could change how researchers approach vaccine development.
- The reason children suffer less from the novel coronavirus has remained mysterious.
- Researchers identified a cytokine, IL-17A, which appears to protect children from the ravages of COVID-19.
- This cytokine response could change how researchers approach vaccine development.
A member of staff wearing personal protective equipment (PPE) takes a child's temperature at the Harris Academy's Shortland's school on June 04, 2020 in London, England.
Photo by Dan Kitwood/Getty Images<p>Experts don't want to place kids at the back of the line, regardless of how strong their immune systems appear. At least one company, Moderna, <a href="https://www.businessinsider.com/coronavirus-vaccine-for-kids-moderna-plans-pediatric-trial-2020-9" target="_blank">hopes to begin testing</a> vaccines in pediatric volunteers by year's end.</p><p>Innate immune response is especially high during childhood (compared to adaptive immunity). This makes evolutionary sense: nature wants an animal to survive until its ready to procreate. Turns out the children in the study possessed high levels of cytokines that boost their immune response. The biggest impact is made by IL-17A, which appears to protect the youngest cohort from the ravages of the coronavirus. </p><p>While both age groups produced antibodies to fight off the infamous spike protein, adults that produce neutralizing antibodies actually suffer a <em>worse</em> fate. Herold says this "over-vigorous adaptive immune response" might promote inflammation, triggering acute respiratory distress syndrome (ARDS). </p><p>This matters for vaccine development. As Herold says, </p><p style="margin-left: 20px;">"Our adult COVID-19 patients who fared poorly had high levels of neutralizing antibodies, suggesting that convalescent plasma—which is rich in neutralizing antibodies—may not help adults who have already developed signs of ARDS. By contrast, therapies that boost innate immune responses early in the course of the disease may be especially beneficial."</p><p>Herold says current vaccine trials are focused on boosting neutralizing-antibody levels. With this new information, researchers may want to work on vaccines that boost the innate immune response instead. </p><p>With <a href="https://www.nytimes.com/interactive/2020/science/coronavirus-vaccine-tracker.html" target="_blank">at least 55 vaccine trials</a> underway, every piece of data matters. </p><p>--</p><p><em>Stay in touch with Derek on <a href="http://www.twitter.com/derekberes" target="_blank">Twitter</a>, <a href="https://www.facebook.com/DerekBeresdotcom" target="_blank">Facebook</a> and <a href="https://derekberes.substack.com/" target="_blank" rel="noopener noreferrer">Substack</a>. His next book is</em> "<em>Hero's Dose: The Case For Psychedelics in Ritual and Therapy."</em></p>
Researchers from the University of Toronto published a new map of cancer cells' genetic defenses against treatment.