‘With America facing meat shortages for the first time since World War II, we want to make it as easy as possible to get Impossible Burger’

Impossible Foods has officially launched its direct-to-consumer online store in order to sell its vegan burger meat directly to consumers.

From June 4, the vegan food tech start-up has started taking online orders for its raw plant-based meat from all of the 48 contiguous U.S. states and shipping the products for free.

Consumers can buy the vegan burger meat from any of the available four different options. The Impossible Convenience Pack for $49.99 contains four 12-ounce packages of the meat. The Impossible Combo Pack for $59.99 includes two 12-oz. packages and ten quarter-pound patties. The Impossible Family Pack for $64.99 includes a single, 5-pound bulk package and the Impossible Grilling Pack for $69.99 includes twenty quarter-pound patties.

“With America facing meat shortages for the first time since World War II, we want to make it as easy as possible to get Impossible Burger — whether you shop in person at your local supermarket, with Instacart or other delivery services, or direct online,” said Impossible Foods’ President Dennis Woodside in a statement.

“Shelter-in-place and social distancing restrictions due to COVID-19 altered our buying and eating habits — and many of these changes are permanent. Our intention is to make Impossible Burger available everywhere people shop and eat, including directly from our online store.”

Rising plant-based meat demand

The coronavirus outbreak has inadvertently increased the sales of plant-based foods as meat factories shut down and prices skyrocket. Nielsen’s data shows that sales of plant-based meat surged 264%.

In order to compete better with its beef counterpart, Impossible Foods also slashed its plant-based meat prices by 15 percent for U.S. restaurants earlier this year.

“We are desperately eager to bring down our prices as fast as we possibly can. But we’re selling every pound we can make as fast as we can make it,” Impossible Foods CEO Pat Brown said during a press conference last month.

He added: “So there is plenty of demand from consumers at the current price. And, of course, as the price comes down, eventually it’s going to be game over for the animal ag industry.”

Apart from expanding its reach online, Impossible Foods is also increasing its presence in grocery stores and supermarkets. Currently, it sells its flagship product in more than 3,000 grocery stores and distributors nationwide, including Albertsons, Gelson’s, H-E-B, Kroger, Safeway, Wegmans and others.  With the demand for plant-based meat both in retail and restaurants rising, Impossible Foods expects a minimum fifty-fold increase in its retail footprint this year.

• Read: Meat-free protein industries raise $930 million in investments in 2020 despite crisis

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Mohsina Dodhiya

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