Impossible Foods confirms US retail launch for 2019

By Ashley Williams

- Last updated on GMT

Impossible Foods remained tight-lipped about the retail launch date
Impossible Foods remained tight-lipped about the retail launch date
US-based alternative protein business Impossible Foods is set to tap “overwhelming” demand from consumers by launching its Impossible Burger in grocery stores by 2019.

The move was prompted after Impossible Foods received an array of messages from consumers on social media asking: ‘when could they buy and cook the Impossible Burger at home?’

Although Impossible Foods would not disclose any more information about the retail launch, CEO Patrick Brown confirmed the news.

We can’t wait until home chefs experience the magic and delight of the first plant-based meat that actually cooks and tastes like meat from animals--without any compromise​,” said Brown.

The Impossible Burger has been successful across the US foodservice industry after being consumed 13 million times by Americans since its launch in 2016, according to the company.

The product is now available in about 5,000 restaurants across all 50 states. This figure is up by 50 restaurants compared to a year ago.

Impossible Foods is also continuing to expand its products across the US foodservice industry with its Impossible Burger and Impossible Slider debuting at 30 Californian-based gourmet hot dog and burger concepts Dog Haus next week.

Also from next week, the Impossible Burger will become available at 55 Hurricane Grill & Wings units in Florida.

The Impossible Burger is made from simple ingredients, including water, wheat protein, potato protein and coconut oil, as well as the heme molecule found in plants which gives the burger its meaty texture and taste.

Impossible Foods has also enjoyed global success in Hong Kong​ and Macau​ after launching its Impossible Burger in 100 premium restaurants in the Asian region earlier this year.

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