Redwood City, California-based Impossible Foods’ flagship product is now available in packages of two pre-formed, quarter-pound (4-oz.) patties at nearly 2,000 grocery stores nationwide owned by The Kroger Co., America’s largest grocery retailer.
Patty packs of the plant-based Impossible Burger will begin rolling out this week at Kroger-affiliated stores, including Kroger, Ralphs, Fred Meyer, Mariano’s, Smith’s and more. Customers can find Impossible Burger patties in Kroger’s fresh meat section in 8-oz. packages.
In addition to grocery shelves at Kroger-affiliated brick-and-mortar stores, Impossible Burger patties also are available now for online ordering through Kroger.com for Kroger Curbside Pickup and Delivery.
“Burger patties have been increasing in popularity for nearly a decade because they’re simple and fast. And now more than ever, Americans crave convenience and speed in the kitchen,” said Ravi Thakkar, Impossible Foods’ VP of product management. “Our patty packs enable home chefs to create the perfect dish, whether that’s a classic-style burger or a juicy patty melt. In just four minutes, your Impossible Burger can go from the refrigerator to the grill to your plate.”
Patty packs include pull tabs for easy opening and are made with recyclable materials. They retail for $6.99 per package at Kroger-affiliated stores; regional promotions may apply.
Impossible Burger patty packs will become available at additional retail locations over the next several weeks.
IF celebrates patties’ debut
To celebrate the debut of the all-new Impossible Burger patties in grocery stores, Impossible Foods is inviting shoppers nationwide to try patties for free at their local Kroger store by offering 10,000 coupons for a free pack through the smartphone app Ibotta (starting this weekend and running through Labor Day, while supplies last).
Be sure to share your Impossible Burger patty cooking experience on social media. Impossible Foods may mail you special prizes. (Tag #PattyParty #CookImpossible on Twitter, Facebook and Instagram.)
Launched in 2016 at America’s most influential restaurants, Impossible Burger debuted in grocery stores in September 2019; the 12-oz. bricks immediately rocketed to the No. 1 item sold on the East and West coasts, outselling all ground beef from cows at some of America’s grocery stores.
In March, at the beginning of the COVID-19 pandemic in the United States, Impossible Burger was on store shelves in 150 grocery stores nationwide. Based on tremendous demand from consumers nationwide, Impossible Burger is now available for sale online through e-commerce channels and meal kit delivery services, including Home Chef, and in about 10,000 grocery stores across all 50 states, including Walmart, Kroger, Trader Joe’s and more – a 66X increase in Impossible Foods’ retail footprint in the past six months.