Today Impossible Foods, the company famous for their plant-based “bleeding” burgers, announced today that it’s expanding its partnership with fast food chain White Castle. The Impossible slider is now available in all of White Castle’s 377 locations, from New York to St. Louis.
The meat-free sliders debuted at 140 White Castle locations in New York, New Jersey, and Chicago in April to generally positive reviews. They feature a two-ounce Impossible patty, smoked cheddar cheese, pickles, and onions, and sell for $1.99. As I wrote last month, making Impossible burgers more widely available — and for a smaller price point — is key to the company’s strategy to edge in on the beef market. The plant-based patties are available in over 3,000 restaurants globally, and some Air New Zealand flights, and they just added 237 new locations with this White Castle news.
Impossible’s expansion is well-timed to feed the growing demand for plant-based meat. The Good Food Institute released data today which showed that plant-based meat sales increased by 23 percent over the past year alone and have a U.S. retail market value of $684 million.
Impossible debuted in 2016 at high-end New York restaurant Momofuku Nishi, where it cost $18. Now it’s available for almost a tenth of the price at one of the most low-brow fast food chains around (no shade, White Castle). As meat alternatives’ popularity grows, Impossible will no doubt continue to make their products more mainstream and affordable for people with all budgets.
Now, Impossible, if you could please make your fast food debut in Seattle, this writer would be very grateful.