Gelson's Markets Becomes First Market to Sell Impossible Foods
LOS ANGELES, CA - The plant-based meat craze has been ramping up in several fast-food chains and restaurants in the past few months. The category’s top two brands are Beyond Meat and Impossible Foods, but only the former has actually been available to consumers for purchase. But as of tomorrow, Impossible Foods’ plant-based meat will be available at Gelson’s Markets locations in Southern California. 27 of the chain’s stores will launch the retail sale of Impossible Burgers, closing the competitive gap between it and the Beyond Meat brand, which is carried by over seven big-name grocers.
According to The Verge, Gelson’s will limit customers to the purchase of ten packages per visit in hopes of avoiding the widely-prevalent plant-based meat shortages. The company teased the release of its product for the past week on social media, tempting consumers to guess which location would be the first to launch it, but divulged on Tuesday that it will be the Gelson’s Markets location in Westfield Century City, Los Angeles.
Previously, the brand has been available at over 17,000 restaurants, meaning consumers couldn’t simply reach into their fridge to scratch the itch for an Impossible Burger. That will all change tomorrow when Gelson’s warmly welcomes the brand to the retail sector. Congratulations to Impossible Foods and Gelson’s Markets on their joint effort in this endeavor. Don’t forget to check back with us at AndNowUKnow while we continue to cover the latest news.