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

By Elaine Watson contact

- Last updated on GMT

The Impossible Burger debuts at Wegmans (picture: Impossible Foods)
The Impossible Burger debuts at Wegmans (picture: Impossible Foods)

Related tags: Impossible Foods, plant-based meat

After a successful launch in 27 Gelson’s stores in southern California, the Impossible Burger is making its East Coast grocery-store debut at all 100 Wegmans grocery stores in seven states and at two Manhattan locations of Fairway Market (MSRP $8.99/12oz pack) in the meat aisles and meatless protein section.

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.)

Impossible Burgers retail packaging

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