IMPOSSIBLE Foods said it would sell its vegan burgers at 27 outlets of Gelson's Markets in California starting today, as it looks to catch up with competitor Beyond Meat which has a headstart in the retail market for plant-based meats.
Silicon Valley-based Impossible Foods, which counts celebrities like Serena Williams and Katy Perry as its investors, has so far sold meatless patties in some upscale restaurants and fast food chains.
Meanwhile Beyond Meat, which has been fighting Impossible Foods in the restaurants market, has also sold its plant-based meat alternatives at stores including Kroger, ShopRite, Sprouts Farmers Market, and has seen growing demand for its pea-based products since.
Impossible Foods fell behind in the retail game as it was waiting for regulator's approval for use of soy leghemoglobin - its key ingredient in plant-based burger patties.
In July, it got a green signal from the US Food and Drug Administration, clearing the way for direct-to-consumer sales at American grocery stores.
(c) 2019 City A.M., source Newspaper