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Impossible Burger continues to take over the world [Updated]

Illustration for article titled Impossible Burger continues to take over the world [Updated]
Photo: Impossible Foods (Other)

Update, August 3, 2020: Impossible Foods continues its march toward world domination. Soon after its invasion of Trader Joe’s last week, it has moved on to fresh territory: Walmart and Publix. Yes, it’s true! You can now find the plant-based burger in the meat case of 2,100 Walmart locations and every! single! Publix.

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Impossible Foods sounded a lot more enthusiastic in its press materials about Publix. Then again, Publix is the most awesome grocery chain in America and maybe the world. “One of Impossible Foods’ most important goals is to make our products available everywhere people buy animal-derived products, and that includes Publix, one of America’s favorite grocery stores,” Impossible Foods’ President Dennis Woodside said in a press release. “Impossible Foods’ fans are passionate, vocal advocates. Many of them have been specifically asking for Impossible Burger to come to Publix.”

This was also a nice opportunity for Impossible Foods to note that its retail sales have doubled every month since April and its grocery store footprint is now 60 times larger than it was at the beginning of 2020.

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Original post, July 29, 2020: Impossible Foods’ plan to take over the world continues apace with the introduction of Impossible Burger into Trader Joe’s supermarkets on Monday, Plant-Based News reports. The Impossible Burger first appeared in 27 supermarkets in California last September and quickly expanded to 100 more stores on the East Coast. Since the start of the COVID-19 pandemic, it has increased its store presence fiftyfold: from 150 stores in March, it has expanded to more than 5,000, including all Kroger and Albertsons stores nationwide.

“Impossible Foods’ goal is to transform the global food system. To do that, Impossible Burger has to be available everywhere people buy beef from cows,” Impossible Foods’ president Dennis Woodside explained in a press release.

The expansion into Trader Joe’s is significant, though, because of the chain’s insistence on selling proprietary brands. In a statement to Business Insider, Woodside said that Impossible was very excited about joining forces with Trader Joe’s because it’s “a beloved institution with die-hard fans and a company known particularly for its great meat, cheese, and wine selection.”

There’s been no word on whether the TJ’s Impossible Burger will be known as Impossible Joe.

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Last month, you may recall, Impossible joined forces with Starbucks to sell an Impossible Breakfast Sandwich made from the new Impossible Sausage. Soon we will be living in an Impossible world, if we don’t go Beyond first.

Aimee Levitt is associate editor of The Takeout.

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