‘People are increasingly aware that plant-based products are going to completely replace the animal-based products in the food world within the next 15 years’

Grocery chain Trader Joe’s has started selling the plant-based Impossible Burger grounds in all of its 503 stores nationwide.

With this launch at TJ’s, the 12-ounce package of plant-based meat is now available at over 5,000 stores compared to 150 at the start of 2020 and the company wants to further increase its presence by 50 times by the end of the year.

Last month, Impossible Foods also launched its direct-to-consumer online store in order to sell its vegan burger meat directly to consumers after the coronavirus pandemic straitened the meat supply chain.

“We plan to expand our retail presence 50-fold in 2020 alone and to make the Impossible Burger accessible wherever Americans go grocery shopping,” said Impossible Foods president Dennis Woodside.

 “We’re particularly excited about the launch of Impossible at Trader Joe’s, a beloved institution with die-hard fans and a company known particularly for its great meat, and cheese selection.”

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Our top priority? Making Impossible more accessible to our community. Which is why this week, Impossible™ Burger will be rolling out to the @krogerco family of stores across the U.S.! See the #linkinbio to find a store near you.

A post shared by Impossible Foods (@impossible_foods) on May 5, 2020 at 8:39am PDT

‘Obsolete in 15 years’

The growing popularity of plant-based alternative meat as consumers shift towards incorporating more plant-based protein into their diets for a combination of financial, environmental, humanitarian and health reasons has drastically changed the food landscape globally and has prompted manufacturers, supermarkets and restaurants to offer more varied food options.

In an interview, Impossible Foods founder and CEO Patrick Brown told CNBC that the meat market would be obsolete within the next two decades.

In a “Mad Money” interview, he explained: “From a nutritional standpoint our products match the protein quality and content of the animal products that they replace” and “ours is a clear winner from a health and nutrition standpoint.

“This is why I think people are increasingly aware plant-based products are going to completely replace the animal-based products in the food world within the next 15 years. That’s our mission. That transformation is inevitable.”

• Read: Starbucks U.S. just launched vegan Impossible sausages and plant-based drinks

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Mohsina Dodhiya

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