It’s about to get a lot easier to get the Impossible Burger.
On Friday, the Impossible Burger will make its grocery store debut. It will become available at all 27 locations of Gelson’s Markets, a Los Angeles-based grocery chain.
The Impossible Burger will be sold in its uncooked form, and a 12-oz package will cost $8.99.
Demand for the Impossible Burger has skyrocketed since its debut in 2016, culminating in shortages of the meatless burger at partner restaurants White Castle and Red Robin this May and June. Impossible Foods took steps to increase production before Burger King’s national rollout of the Impossible Whopper on August 8.
Impossible Foods CFO David Lee spoke to Business Insider about the company’s grocery store debut of its flagship product and its choice to partner with Gelson’s.
“There’s no shortage of nationwide demand amongst all the major chains in retail for the Impossible Burger. But I think it’s really important for the Impossible Burger to start at a high-quality place like Gelson’s.”David Lee
Impossible Foods CFO