Impossible Foods makes East Coast retail debut at Wegmans, Fairway Market

During its first full weekend on sale, the plant-based burger outsold ground beef from cows based on revenue and total number of pounds sold, becoming the #1 packaged good sold at Gelson’s from Friday through Sunday, said the retailer’s CEO Rob McDougall.

"The Impossible Burger generated more excitement than any other single product we’ve seen in more than a half-century of operations. In addition to exceptional sales and volume, the launch initiated a historic consumer reaction from both our loyal and new customers.”​

The Impossible Burger - which is now on menus in 17,000+ restaurants nationwide – will roll out to more retail outlets throughout the fourth quarter, said the company, which says its burger has as much bioavailable iron and protein as a comparable serving of ground beef from cows. (A 4oz Impossible Burger has 0mg cholesterol, 14g total fat, 8g saturated fat and 240 calories.)