Trader Joe’s now sells the Impossible Burger

Yvonne O'Halloran

Impossible Foods continues its foray into the retail world as the brand recently announced its famous Impossible Burger can now be purchased at Trader Joe’s. All 503 locations in the United States will carry the plant-based patties, in addition to the store’s own vegan burgers.

Dennis Woodside, President of Impossible Foods, shared his excitement over the expansion in a press release, stating, “We plan to expand our retail presence 50X in 2020 alone and to make the Impossible Burger accessible wherever Americans go grocery shopping.”

Impossible Foods is “particularly excited” over its Trader’s Joe’s launch, with Woodside calling the grocery store “a beloved institution with die-hard fans and a company known particularly for its great meat, cheese, and wine selection.”

This isn’t Impossible Foods’ first foray into grocery stores: early in the year, the Impossible Burger could be found at 150 shops in Southern California and the East Coast. Now, however, shoppers can purchase the burger at 5,000 grocery stores nationwide, including Kroger and Safeway.

Previously, the Impossible Burger was only available at restaurants. One of the more famous examples of this has been Burger King, who launched their Impossible Whopper in 2019. Though not entirely vegan, the menu item could easily be veganized by omitting mayonnaise.

Now that Impossible Foods is becoming more accessible, consumers can make their own Whopper if they wish, complete with vegan mayo.

Article by Tessa Altman- United States

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