Huge news for vegetarians or people just looking for more plant-based food options: The world’s largest retailer is now selling Impossible Burger at over 2,000 locations across the United States.
In a statement released Thursday morning, July 30th, parent company Impossible Foods announced that retail giant Walmart is now selling 12-ounce packages of the popular plant-based burger product in both brick-and-mortar locations and via Walmart’s Grocery Pickup & Delivery platform.
For the uninitiated, Impossible Burger is the plant-based “burger” meat that features the taste and mouthfeel remarkably similar to traditional ground beef. It’s made primarily of soy and potato protein and is gluten-free, but notably features a dietary iron called heme which gives it the appearance, taste, and feel of traditional burger meat.
Selling their product to Walmart is just another major step in what has been a remarkable roll-out for the recently launched food company—coming just days after Trader Joe’s announced that it will now be selling Impossible Burger as well.
After first being available only in restaurants nationwide, Impossible Burger was introduced in grocery stores in September of last year. It’s now available in more than 8,000 retail outlets nationwide, which represents an exponential, 5,000 percent increase in locations to purchase this product in just six months.
“Impossible Foods’ goal is to make the global food system sustainable. To do that, Impossible Burger has to be available everywhere people shop for meat,” said Impossible Foods’ CEO and Founder Dr. Patrick O. Brown in a statement. “More Americans buy meat for their families at Walmart than anywhere else. We’re confident that once Walmart customers try Impossible, they’ll become enthusiastic advocates of our products and our mission.”
Walmart’s national presence is so ubiquitous that 90% of all Americans live within 10 miles of a location. That’s a lot of locations where shoppers can now opt for Impossible Burger over traditional ground beef. This suggests that a move to more plant-based dietary options is, in fact, sweeping the nation. For a review of the top-selling plant-based meat products, check out Impossible Burger vs. Beyond Burger: What’s the Real Difference Between Them?
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