Impossible Foods is massively expanding its retail footprint. Starting today, the plant-based burgers will be available at an additional 1,700 Kroger stores and banners. According to a live press release from the company, this puts Impossible at more than 2,700 retailers total nationwide.
Impossible’s plant-based beef will be sold in 12-ounce packages and priced between $8.99 and $9.99. It can be found in the frozen, fresh, or plant-based sections of Kroger stores. The Impossible beef will also be available on Kroger.com.
This news comes just a few weeks after Impossible began selling its plant-based beef in 777 supermarkets in the Albertson’s portfolio in California, Indiana, Illinois and Nevada. That expansion put its retail footprint at roughly 1,000 grocery stores nationwide. Now, with the new Kroger news, Impossible has more than doubled that number.
Restaurant dining room shutdowns have been devastating for Impossible’s thousands of foodservice partners. Some restaurants are selling uncooked 5-pound bricks of Impossible Foods’ beef directly to customers to supplement their revenues, though it’s not clear if they’ll continue to do that as Impossible amps up its retail footprint.
Since their foodservice sales are no doubt taking a hit right now, it’s no surprise that Impossible is making a hard pivot to focus on retail. In fact, a press release emailed to The Spoon notes that the company plans to expand its retail presence “more than 50-fold” in 2020.
Coronavirus actually offers a prime opportunity for the company to roll out in grocery stores. As COVID-19 disrupts meat manufacturing and shortages loom, plant-based meat is experiencing a bit of a boom — making it a smart time for Impossible to accelerate its retail rollout.
Impossible has been adamant that, unlike traditional meat producers, the coronavirus will not affect their supply chain. In fact, the company announced a $500 million Series F round back in March at least partially intended to help them weather the volatility of the coronavirus pandemic. With its hefty warchest and robut retail presence, it seems like Impossible will come out of the coronavirus pandemic stronger than when it went in.