Gelson's, an upscale grocery store chain with 27 locations across Southern California, will sell 12-ounce packages of the Impossible Burger.
for its use of soy leghemoglobin — or heme — as a color additive, allowing it to start selling the product in grocery stores. Heme is the key ingredient in Impossible's meatless burger, giving the patty the smell, look and taste of a regular beef burger.pr
Lee said that the company has received "plenty of interest" from most major grocers to bring the product nationwide, but that is not Impossible's plan right now. Lee said that Impossible can now support the nationwide Burger King launch in 7,200 stores, the 14,000 other locations serving Impossible Burgers and Gelson's stores.Flexitarians, or people who are looking to reduce their meat intake, make up more than 90% of Impossible's sales, Lee said. Omnivores looking to eat more plant-based foods for health- orare largely responsible for the expected growth of the market for meat alternatives. Euromonitor estimates that it will be worth $2.
"Beyond Meat has been successful in launching products with a diverse set of fast-food chains in multiple day-parts for both burgers and sausages and we haven't seen the same diversity in the customer base from Impossible as the only major launch partner has been Burger King," said Smith.
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