Impossible Foods has announced it has fast-forwarded its retail expansion to this week with the release of its flagship product to more than 1,700 grocery stores across the country owned by The Kroger Company. The brand has also started allowing its items to be purchased through Kroger’s online ordering for Kroger Curbside Pickup and Delivery.
“The launch of Impossible Burger at Kroger grocery stores nationwide signals our intention to make Impossible Burger available everywhere America shops -- at brick-and-mortar retailers and their increasingly popular online ordering and delivery services,” said Impossible Foods’ President Dennis Woodside in a press release. “Our existing retail partners have achieved record sales of Impossible Burger in recent weeks. We expect our retail footprint to expand more than 50-fold in 2020, and we are moving as quickly as possible to expand with additional outlets and in more retail channels.”
The Impossible Burgers brand is now available in 2,700 across the country, including:
- Kroger-owned stores in 28 states under multiple brands
- All Albertsons-owned stores in California and Nevada
- All Jewel-Osco stores in the greater Chicago area as well as areas in eastern Iowa and northwest Indiana
- All Wegmans stores along the Eastern seaboard
- All Gelson’s Markets in Southern California
- All Fairway Markets in the New York City area
"Kroger’s new partnership with Impossible Foods is one more way we are providing our customers with convenient access to popular fresh plant-based meats,” said Joe Grieshaber, Kroger's senior vice president of merchandising in the same news release. “Plant-based food remains one of the fastest-growing categories at Kroger. We’re excited to continue growing our selection, especially as more customers than ever are purchasing meat products made from plants.”
The Impossible Burger brand has been lauded since release, making its retail debut in September 2019. According to the Impossible Burgers press release, at the time of its release, the plant-based burger was the number one item sold on East and West coasts, outselling all ground beef from cows at many grocery stores. It was also named the top plant-based burger by the New York Times
The Impossible Burger is a plant-based burger that has no animal hormones or antibiotics as well as is kosher, halal and gluten-free certified. This burger is also helpful for the environment because it is made from plants and bio-engineered, and according to the press release, uses 96 percent less land, 87 percent less water and 89 percent fewer greenhouse gas emissions compared to that of normal beef from cows.