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Impossible Burger Makes East Coast Grocery Debut In Wegmans, Fairway

Impossible Burger at Wegmans
The Impossible Foods case at a Wegmans store.

Last updated on June 14th, 2024 at 10:40 am

After a launch on the West Coast, the Impossible Burger has made its East Coast grocery store debut at all 100 Wegmans grocery stores in seven states and at two Manhattan locations of Fairway Market. Though widely available in restaurants since 2016, the award-winning Impossible Burger became available in grocery stores Sept. 20, when it debuted at all 27 Gelson’s Markets in Southern California.

During its first full weekend on sale, Impossible Burger at Gelson’s outsold ground beef from cows based on both revenue and total number of pounds sold. It was the No. 1 packaged good sold at Gelson’s from Friday through Sunday.

“The Impossible Burger generated more excitement than any other single product we’ve seen in more than a half-century of operations,” said Gelson’s Markets CEO Rob McDougall. “In addition to exceptional sales and volume, the launch initiated a historic consumer reaction from both our loyal and new customers who were thrilled to play a part in the future of food. We look forward to the continued success of our relationship with Impossible Foods.”

Impossible Burger at retailThe Impossible Burger is on menus in more than 17,000 restaurants in all 50 states and in nearly every type of cuisine, from burgers and pizza to poke sushi burritos.

The East Coast debut will quintuple the number of retail outlets that sell the Impossible Burger. As Impossible Foods increases production and capacity—both at its own plant in Oakland, California, and with food co-manufacturer OSI Group—it will accelerate its retail push.

Throughout the fourth quarter and in early 2020, Impossible Foods will expand its retail presence by launching the Impossible Burger in grocery stores in key regions.

“Three years ago we introduced plant-based meat to the world in Manhattan at Momofuku Nishi, where Chef David Chang said the Impossible Burger blew him away,” said Impossible Foods’ CEO and Founder Dr. Patrick O. Brown. “Now all home chefs in the Northeast can experience their own ‘David Chang moment’ in their own kitchens—and accelerate the inevitable consumer movement toward plant-based food.”

Starting Sept. 26, a 12-oz. package of Impossible Burger will be $8.99 at all Wegmans stores. It will be available in the meat aisle and in the meatless protein section. The Impossible Burger also is available as a cooked sandwich from Wegmans’ prepared food bistros. Wegmans planned to sample the product.

“Fairway Market started as the city’s premier produce market in 1933, with the freshest fruits, vegetables and other plants, so being the first East Coast retailer to sell the world’s hottest plant-based food harks back to our roots,” said Fairway Markets CEO Abel Porter. “We can’t wait for New Yorkers to experience the Impossible Burger, whether in our in-store gourmet kitchen or in their own homes.”

About the author

Shelby Team

The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967, The Shelby Report is “Region Wise. Nationwide.”

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