Vegan Impossible Burger Now at Trader Joe’s

The vegan Impossible Burger is now available at all 503 Trader Joe’s stores across the U.S.

According to Californian vegan meat producer Impossible Foods, the launch of its flagship product at Trader Joe’s is part of the brand’s continued expansion into the retail sector.

“We plan to expand our retail presence 50X in 2020 alone,” said Impossible Foods’ President Dennis Woodside. “And to make the Impossible Burger accessible wherever Americans go grocery shopping.”

“We’re particularly excited about the launch of Impossible at Trader Joe’s,” continued Woodside. “A beloved institution with die-hard fans and a company known particularly for its great meat, cheese, and wine selection.”

At the start of the year, the Impossible Burger was exclusively available in 150 grocery stores in Southern California and the East Coast. But according to Impossible Foods, the supermarket footprint of the Impossible Burger has since expanded more than 40-fold.

Impossible’s popular plant-based burger patty is now available at more than 5,000 grocery stores across the U.S., including Albertsons, Fred Meyer, Kroger, Safeway, Gelson’s Markets, and Trader Joe’s. Impossible Foods has also introduced direct-to-consumer sales via its website.

When the Impossible Burger first launched at Gelson’s Markets in 2019, it sold out faster than traditional beef and set an all-time record for both revenue and sold-by weight.

“The launch initiated a historic consumer reaction from both our loyal and new customers who were thrilled to play a part in the future of food,” said Gelson’s Markets CEO Rob McDougall in a statement.

Impossible Demand

Prior to its retail launch, the Impossible Burger was available in restaurants, cafes, and inside meal-kit and subscription packages.

According to the brand, what makes the Impossible Burger unique is its taste and texture. Whether cooked or raw, it looks like animal-based ground beef. It browns the same way when cooked, plus it has an iron-rich flavor and a juicy texture.

This has led to popularity amongst the growing flexitarian demographic amongst meat-eaters. A 2019 study revealed that 80 percent of American consumers want to swap meat with vegan food. Research from data analytics company Gallup revealed that 25 percent of Americans eat less meat for health and environmental reasons. Compared to animal-based beef, the Impossible Burger uses 96 percent less land, 87 percent less water, and it emits 89 percent fewer greenhouse gas emissions.

The Impossible Burger is available at Trader Joe’s in the U.S. from July 27.