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Daily news and analysis about the food tech revolution

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How Tech is Putting the Convenience Back in Convenience Stores

It’s hard to believe now, but back when I was a kid, going to 7-Eleven was a treat. It was like destination shopping. Where else could you get a Slurpee in a commemorative Star Trek cup, a pack of baseball cards and a box of nerds?

What I can buy at a convenience store like 7-Eleven may not hold sway over me any more, but as a technology reporter, the ways I can get convenience store items now is something I’m paying attention to.

Like every other retail sector, convenience has had a rocky year thanks to COVID-19. According to the National Association of Convenience Stores, for the two-week period ending Sept. 27, dollar sales at convenience stores were up 4.8 percent year-over-year, but overall trips to convenience stores were down 12.6 percent. Beer and packaged beverages drove most of that growth, while foodservice remained depressed.

That traffic to convenience stores is down is not a big surprise. I mean, people aren’t exactly road tripping a lot during this pandemic. The pandemic also explains the boost in beer sales, as we could all use a drink.

But the convenience sector is responding to these troubled times with what appears to be an accelerated wave of innovation. Consider:

Convenience stores are ramping up delivery.
Third party delivery services like Instacart and DoorDash both now offer delivery from convenience stores. Heck, DoorDash is building its own ghost convenience stores. 7-Eleven is making a concerted push into pickup and delivery, even making deliveries to parks and beaches.

Convenience stores are going cashless.
Mastercard recently announced a partnership with Accel Robotics to deploy cashierless tech at retail, and Circle K is among the first customers. Giant Eagle’s GetGo Market+Cafe is using Grabango for a cashierless location. A startup called Skip is focused on convenience stores for its cashierless checkout. And, of course, Amazon Gos continue to roll out across the country.

Smaller, cashierless convenience stores create new opportunities.
Because they can operate without humans, you are seeing diminutive convenience stores pop up with smaller footprints. AWM Smart Shelf is powering a convenience store built into an apartment complex. And the Zippin Cube let’s retail brands create pop-up convenience stores inside places like stadiums.

At the end of the day, all of these technologies are putting more convenience in convenience stores. I can have quick items brought to my home (or park). The ability to walk in, grab what you want and leave without standing in a line will speed transactions up. And smaller stores will be pushed into smaller places in more locations. It all adds up to a pretty fast evolution of that entire category.

Now I just wish they would bring back more of those commemorative cups.

WaitTime’s New Crowd Management Tools Could Help Stadiums Re-Open

It’s only now that there is serious talk of re-starting some professional sports. What that looks like remains to be seen, but one thing is pretty certain: we won’t be jamming tens of thousands of people together in one place to cheer on a team, at least not right away. Any return to “normal” will be gradual and start with way fewer people, all of whom will need to be kept appropriately socially distant. To help with this slow re-opening, WaitTime has developed two new tools to help building administrators manage crowds of people.

Spoon aficionados might remember WaitTime as the company that makes what is basically a Waze for concession stand lines. But with stadiums closed, there hasn’t been much need to find the shortest line for hot dogs.

So the company has introduced two new products: one that calculates how many people are in a certain space, and one that maps out crowd densities in different parts of a building.

Using a ceiling mounted camera, computer vision and AI, WaitTime can tell building staff how many people are entering and exiting a particular space like the bathroom (the camera is only mounted on the outside of the exits, not in the bathroom itself). It may sound odd, but the number of people allowed into a bathroom at a given time could be regulated going forward to help maintain space and stymie the spread of infection. If too many people enter, building staff can temporarily stop access to that particular spot.

The other new WaitTime tool analyzes live footage from CCTV cameras already installed at a location to create heat maps of crowd density. This can help building managers figure out where too many people are gathering too close and take appropriate measures.

As you can imagine, these crowd management tools could find a life outside of stadiums and into our everyday experiences, like the grocery store. We already saw supermarkets limit the number of people allowed in a store at any given time during this pandemic, and if we need to do so again, WaitTime’s software could automate keeping track of how many people are shopping at once.

“We have a lot of interest from grocery stores and retailers,” WaitTime Founder and CEO, Zack Klima told me by phone this week, “Because everything has to do with occupancy tracking.”

As states start to open up, we’re seeing how you can’t necessarily trust the wisdom of the crowd. But with WaitTime’s new products, stadiums and other gathering spaces can be wise about any crowds they do attract.

We Tried the Plant-based Chicken Nuggets from High Tech Startup Rebellyous

Even though I technically have more time to cook during quarantine, there are some days when my motivation to scrounge up a meal is exactly zero. On those days, I turn to my freezer — frozen burritos, pre-made meals, and ravioli are always ready to go when I need them. Now I have a new staple to add to my freezer: plant-based chicken nuggets from Rebellyous Foods.

If you’re not familiar, Rebellyous is a plant-based meat company that’s reinventing manufacturing technology to make meat alternatives more scalable. After launching in 2017, the Seattle-based startup began selling its first product, a plant-based chicken nugget, to hospital and office cafeterias.

But with COVID-19 essentially closing down their marketplace, Rebellyous quickly pivoted to begin offering its nuggets on retail shelves. Last week the vegan nuggets hit the freezer sections of several small retailers in the Seattle area. A pack of 30 nuggets costs $5.99. The plant-based nuggets have a protein content comparable to regular chicken nuggets and are meant to be just as easy to prepare — whether in a corporate dining hall or a home kitchen.

A bag of Rebellyous plant-based nuggets. [Photo: Catherine Lamb]

This week I was able to put that assertion to the test when I received a sample of Rebellyous’ frozen nuggets. I reached for the nuggets when I was feeling especially hangry, hoping that they wouldn’t take forever to cook. The package suggests three cooking methods: Bake, Pan Fry, or Deep Fry. It explicitly notes not to consume the nuggets raw or microwave them, which I assume would be bad for their texture.

I decided to bake my nuggets. I preheated the oven to 425°F, shook out a some nuggets onto a bare baking sheet, and popped them into the oven. Eight minutes and one flip later, and the nuggets were ready. They did stick to the baking sheet a little bit, so next time I would line the pan with parchment paper.

I’ve tasted Rebellyous’ nuggets before, so I knew what to expect. But in the past they’ve always been prepared by an air fryer; I was skeptical that my oven would provide the same crunchy exterior.

Happily I was wrong. The nuggets had a crisp, crunchy coating and a juicy interior that almost exactly mimics the nuggets I grew up eating in my elementary school cafeteria. It’s almost uncanny. The nuggets were tasty enough that I didn’t even feel the need to use a dipping sauce, though a side of barbecue would have been delicious.

Rebellyous’ nuggets post-bake. [Photo: Catherine Lamb]

I just enjoyed one serving, which is six Rebellyous nuggets. One serving has 160 calories, 7 grams of fat and 14 grams of protein (Rebellyous uses wheat protein). The serving didn’t look like a whole lot on my plate, but they actually filled me up quite nicely. Since they have a relatively low calorie and fat count, you could double the serving size or just eat them as a snack.

Rebellyous is certainly heading to retail at an opportune time. Sales of plant-based meats have increased dramatically during the pandemic, as meat prices spike and people search for healthier foods. A handful of plant-based companies have also raised funding over the past few weeks, including Rebellyous itself.

Rebellyous is actually cashing in on three food trends right now: plant-based meat, comfort food, and frozen food. Consumers are looking for food that keeps well, prepares easily, and satisfies. Rebellyous ticks all of those boxes, and has the bonus that it’s kid-friendly (a boon for parents working from home).

I may not be a kid, but after trying them I’m a fan of Rebellyous’ nuggets. The fact that they cook in ten minutes, require no prep, taste satisfying and provide a hearty serving of protein means that they’ve definitely earned a spot in my freezer rotation.

Rebellyous’ nuggets are only available in the Seattle area for now. If you buy a pack, please leave us a comment and let us know what you thought!

JUST Partners with Michael Foods to Grow Foodservice Sales of Plant-based Egg

JUST announced today that it is is expanding the sales footprint of its vegan egg substitute by teaming up with Michael Foods. Michael Foods is a subsidiary of CPG giant Post Holdings and one of the largest processors of value-added eggs in the world.

With the new partnership, Michael Foods will be the sole manufacturer, supplier and distributor of JUST Egg to its existing foodservice and B2B customers — those who already buy Michael Foods’ egg brands, such as Abbotsford Farms and Papetti’s. It will begin to roll out JUST Egg starting this fall in select locations.

Made from mung beans, JUST Egg currently comes in two iterations: a liquid for scrambles, and a pre-cooked folded egg patty. Both are meant to cook up just like a chicken egg and contain comparable protein, with no cholesterol.

According to FoodDive, roughly 90 percent of JUST Egg’s sales in the U.S. come from grocery stores. The Michael Foods partnership will allow JUST to massively expand the foodservice footprint of its plant-based eggs in the U.S. In addition to restaurants, Michael Foods also caters to large venues like cafeterias, hospitals and stadiums.

Photo: JUST Egg

It’s an… interesting time for JUST to juice up its foodservice business, to say the least. Most crowded venues — like concert halls and stadiums — are shut down for the forseeable future and restaurants are operating at reduced capacity, if they’re open at all.

The point of the Michael Foods news is that JUST is putting fuel in its engine to expand rapidly across multiple channels — and geographic regions. Last year the company acquired a factory in Minnesota to increase production. In March they announced a group of new global manufacturing and distributions partners, from South Korea to Colombia. And just last week, the company announced that it was working with Emsland Group, a German leader in plant-based protein ingredients, to help them scale in Europe.

By partnering with Michael Foods, JUST is clearly thinking (far) ahead to pave the way for more sales when major venues and foodservice establishments open again. Some states are slowly opening up restaurants, but large-scale reopenings, especially for big venues like stadiums, seems far on the horizon.

We’ll have to wait and see if JUST’s partnership with Michael Foods pays off post-pandemic.

Impossible Foods Will Be in Nearly 1,000 Retailers Starting Tomorrow

As of tomorrow, you’ll have a lot more opportunities to buy Impossible Foods’ meatless “bleeding” burgers. The company announced via a press conference on Facebook Live today that it will roll out its flagship plant-based beef product to 777 supermarkets in California, Indiana, Illinois and Nevada on April 17. All stores are part of the Albertson’s family, which includes Safeway, Jewel-Osco, and Wegmans. Impossible’s CCO Rachel Konrad noted in the conference that the expansion will put Impossible in almost 1,000 grocery stores nationwide.

This news comes just a few months after Impossible announced a $500 million Series F round — “the largest fundraising round for a food tech company in the history of the world,” according to Konrad. Impossible currently has a total of $1.2 billion in funding.

The plant-based beef will be sold in 12-ounce packages which will cost $8.99 to $9.99, depending on the retailer. Konrad also noted that the product might be available in several different sections of the grocery store — you might find it in the meat section, vegan section, or even the frozen section.

While Impossible has been planning to expand its retail footprint since it first launched in Southern California last fall, it’s no surprise that they’re making a big push now. In fact, Brown stated that the company had actually accelerated the launch in response to the coronavirus. However, he also admitted that COVID-19’s effect on the restaurant industry was challenging for Impossible’s foodservice partners — all 15,000 of them. “It’s been devastating,” Dennis Woodside, the President of Impossible, added.

In an effort to pad sales, Impossible worked with the FDA to allow its restaurant partners to sell uncooked 5-pound bricks of Impossible Foods beef directly to consumers. But that’s a short-term fix, and more a way to help the restaurant augment their sales than anything else.

The time is ripe for Impossible to start concentrating on its grocery presence. “We think retail is going to be a very large business,” said Woodside, noting that the company has added a second line at its manufacturing facility specifically to cater to grocery.

During the conference, Woodside also weighed in on the fact that COVID-19 is also disrupting manufacturing supply chains left and right. Meat production, specifically, has been disrupted by factory shutdowns due to employee sickness. Woodside made a point to contrast that with Impossible’s manufacturing setup, which is automated and therefore “much easier to keep people apart” than in meat processing plants.

Brown also touched on a point that’s been a favorite of alternative meat companies ever since the pandemic hit. He stated that COVID-19 was introduced to the human population through the consumption of wild animals, and that “our reliance on animals as a source of food is not only an environmental disaster… but is at the root of some of the largest public health risks to the human population.”

There’s some pushback against that argument. But one thing that’s not in question, at least for this reporter, is that Impossible burgers are delicious. Sadly since I’m based in Seattle I won’t be able to purchase any Impossible Beef on my next masked grocery run — but at the speed that Impossible is expanding, I have to bet that time isn’t too far away.

Experiential Retailer b8ta Furloughs Workforce, Cuts Corporate Staff Due to Coronavirus

With the exception of grocery, the COVID-19 crisis has hit every retail sector hard as consumers cut back and, in many cases, are forced to stay in due to mandatory shelter-in-place orders.

One of the early casualties of the tsunami is b8ta. The experiential retailer announced this week it would furlough its entire retail workforce and cut its corporate staff in an attempt to weather the storm brought on by coronavirus. The moves, announced in a letter to employees by company CEO Vibhu Norby, were effective last Friday.

In his letter, Norby said furloughed store employees would get paid through March 28 and receive a $1,000 relief checks (part-time employees get $500). Norby also said those corporate employees not laid off would get mandatory pay cuts.

The company’s business consists of both its own flagship retail stores (approximately 25 at the end of 2019) as well as its “retail-as-a-service” platform that powers experiential retail experiences for other retailers such as Macy’s (an investor) and the relaunched Toys R Us.

I’ve always been intrigued by b8ta’s take on retail, which utilizes a model that essentially rents space to product companies (similar to a consignment model) and provides brands granular data about retail customer interactions with their products. Products are often kitchen or food related, such as the Aveine wine aerator or the Hurom slow juicer, and companies such as Thermomix have sometimes used b8ta storefronts as a way to showcase product features and get user feedback.

Norby indicated that b8ta hopes to reopen stores in coming months and welcome back retail employees. The company raised $50 million in funding late last year, so it would appear they have enough of a war chest to weather the coronavirus storm. It’s kinda of a bummer they couldn’t use some of that cash to continue paying its employees past March 28, but it appears the company’s focus is on ensuring its long-term survival by slowing its burn rate through the crisis.

Beyond payroll, the company no doubt has to continue rent payments in upscale retail locations in places such as New York City, San Francisco and Seattle. As well, many of the products sold at b8ta’s own stores are higher-priced, discretionary products, so the company is likely forecasting decreased demand well into 2021 as most consumers deal with financial uncertainty due to the economic fallout from COVID-19.

In a piece of related news, company President and cofounder Phillip Raub announced he would step away from a full-time role at b8ta. He hinted that he has something new he is working on and would share details soon.

Merryfield Raises $3.5 M, Set to Launch App That Rewards Clean Label Purchases

Merryfield, a soon-to-launch app that rewards shoppers with gift cards for buying clean label products, announced this week that it has raised $3.5 million in a seed round.

Merryfield, which will launch on iOS in April, was founded by David Mayer, a former healthcare private equity investor, and Joe Dickson, former director of quality standards at Whole Foods Market. The app curates a list of packaged goods products that meet Merryfield’s set of clean label standards, with participating companies paying membership fees to Merryfield as well as the costs of the points when shoppers buy their products.

The platform is retailer agnostic — all Merryfield users need to do is look at the app for clean label products when shopping and then scan their receipts that include any qualifying purchases. Points will then be added to their accounts that can be used for gift cards from brands such as Adidas, Amazon, Sephora, Starbucks, Target and Whole Foods.

Dickson told The Spoon during a phone interview that Merryfield chose to go the app route instead of a package label sticker because it easily allows shoppers to research products and track shopping lists.

“It takes hours to go down the aisles to figure out what brands people should trust — that’s why we’re here,” he said. “We want to incentivize people to try new brands and for continuing to choose those products. We’re looking to thoughtfully curate the brands and products to focus on the true innovators and standard bearers.”

Merryfield’s appeal to brands is that it can be difficult and expensive for individual companies to create their own loyalty programs, a necessity amid increasing competition and rising customer acquisition costs in the food space, Dickson said. Speaking of members, Merryfield boasts of well known food companies: Applegate Natural & Organic Meats, Beyond Meat, Califia Farms, Good Culture, GoMacro, Health-Ade Kombucha, Justin’s, Once Upon a Farm, Thinksport, RightRice, Stonyfield Organic and Vital Proteins. Merryfield said in a press release it is looking to add six to eight additional brands covering different product categories ahead of its April launch.

Merryfield will eventually be available on Android devices, and Dickson said his team is looking into possibly including ecommerce purchases. The Boston-based 2-year-old startup is a public benefit corporation that donates 1 percent of its sales directly to No Kid Hungry.

The CPG industry is increasingly leaning toward cleaner labels, but as Dickson pointed out, average consumers either have to rely on label claims or conduct their own research to find products that meet their needs. A third party that verifies products may be welcomed by consumers, especially with the promise that their purchases also lead to rewards.

Kelloggs Debuts New Plant-based Sausage to Compete with Impossible Pork

Incogmeato, Kellogg’s intriguingly-named line of meat alternatives, is branching out.

The brand revealed the new Morningstar Farms line back in September with plant-based burger and chicken, which will launch in the refrigerated meat cases of select grocery stores in March (h/t CNBC). Today Kellogg announced that they’re already diversifying their lineup with two new products, meat-free Italian sausages and bratwurst, set to launch in March. These new offerings will be made with soy, similar to Impossible Foods (Beyond Meat’s sausages are made with pea protein).

In fact, Incogmeato’s plant-based sausages could be a direct bid to compete with Impossible, which announced its entry into meatless pork at CES last month. Thus far Impossible is only selling its new product in the form of a breakfast sausage patty through a limited launch with Burger King. But judging from the wide range of ways they prepared the alt-pork at the CES launch party — showcasing it in formats like ground pork over noodles to banh mi patties — I’m guessing it’s only a matter of time before Impossible diversifies into other plant-based pork products (cough, bratwurst).

Then again, Incogmeato has the edge over Impossible in retail, thanks to Kelloggs. Impossible sells packages of its signature “bleeding” ground beef alternative in select retailers in certain regions, but it’s far from a shelf regular. The company has also yet to announce when (or if) it will start selling its faux pork in grocery stores.

Impossible aside, Incogmeato still has to compete with a handful of other plant-based sausage offerings on the retail shelf, including those from giants like Beyond Meat and Tofurky.

I also doubt that Incogmeato will be the last line to diversify into pork. Breakfast is becoming a white-hot space for plant-based foods, especially breakfast sausage (whose texture is much easier to copy than, say, bacon). Incogmeato’s new offerings aren’t breakfast-specific, per se, but considering how quickly they’ve added to their portfolio before they even hit shelves, it could be only a matter of time.

SKS 2019: Food Retail is Evolving Fast, but Some Things Aren’t Going Anywhere (Hint: Brick & Mortar)

The next time you step into a grocery store, take a look around and think about how much work went into orchestrating the selection. Which CPG products should the store stock? How many? And how does fresh food factor in?

Those questions don’t have an easy answer, and they’re the reason that food retail is such a tricky business. Thankfully, there are companies trying to reinvent the space with the help of tech, innovation, and creative thinking. And we heard from a few of them onstage last month during a panel at SKS 2019.

In the panel, Brita Rosenheim of Better Food Ventures spoke with Stefan Kalb of Shelf Engine, Mike Fogarty of Choice Market and Andreas Wuerfel of METRO Group about how companies are re-imagining food suppliers to be more sustainable, more efficient, and be better at serving quick-shifting consumer demands. 

You should check out the video below to get a deeper look into how companies are leveraging tech to transform food retail. First, here are a few high-level takeaways:

Food retail is changing — and fast
 Kalb kicked off the panel by pointing out that the grocery space is in the midst of rapid transformation. “Because it’s a highly commoditized industry, changes spread quickly,” he said. His company Shelf Engine helps retailers stay on top of fast-moving trends by crunching customer data to forecast exactly how much of each SKU needs to be ordered. The more retailers they work with, the more data they get, the better they can help grocers optimize selection. Which, in today’s incredibly competitive food retail market, is crucial. 

Brick and mortar isn’t going anywhere
“In retail, the physical space is always going to be a quintessential part of people’s lives,” Fogarty told the SKS audience. Right now, only a small percentage of grocery sales happen online (though that number is growing). Physical retail space, he argues, will be an “anchor” for all the different sales channels that are emerging now, like pickup, delivery, vending machine, and more. 

Food retail is a slippery challenge. Tech can help
Wuerfel pointed out that optimizing retail in a company with a global presence (Metro has 750 stores in 35 countries) is, unsurprisingly, incredibly tricky. They have to “cater to every possible palate out there,” all while ordering the right number of products to reduce waste and maximize profit. To do so, Metro knew it would have to leverage new technologies. So it teamed up with TechStars to make an accelerator program to catalyze outside-in innovation for the company. That, according to Wuerfel, has helped their company stay on the cutting edge of food retail.

Check out the full video below to hear more insights from these three thought leaders in grocery and food sales. It’ll make you think a lot more the next time you set food in your local grocery store.

SKS 2019: Re-Imagining Food Retail

Looks Like L.A. is Where Impossible Foods will Launch in Retail

If you bet that Impossible Foods would be doing its retail launch in L.A., congratulations! You’re probably right.

The Spoon came across a Facebook post from Impossible Foods today advertising an event called Impossible Grandma’s House. The free event will be held on Friday September 20 from 11am-6pm at the Cabana at Westfield Century City in Los Angeles. “Come celebrate (and taste) Impossible Foods’ launch in grocery stores! Grandmas unite under one roof to #CookImpossible and share their culinary wisdom,” reads the invite.

This event also gives us a probable candidate for first grocery store to sell Impossible: Gelson’s is located in the same Westfield Century City complex as the Grandma event.

Details are pretty scant about the event itself. Is it just a PR event with free Impossible Foods grub? Will people migrate over to Gelson’s for the first Impossible retail sale? Are grandmas actually involved?

It’s the grandma bit that trips me up. Why is Impossible, a startup that’s all about leveraging technology to reinvent meat with plants, whose bright branding and hashtag-heavy PR strategy is clearly geared towards the millennial crowd, focusing so heavily on grandmas for their retail launch?

I think I get what Impossible is going for here. The company is trying to show that its plant-based meat is so versatile and delicious that even traditionalists can easily use it in their favorite family recipes. However, I think the strategy rings untrue, especially since the launch event is at a trendy, glitzy shopping mall and not, say, a community restaurant or local market.

As I pointed out in the latest issue of Future Food, it doesn’t really matter where Impossible Foods decides to do its retail launch. Eventually it’ll probably be as ubiquitous on grocery shelves as Beyond Meat — provided Impossible doesn’t come up against anything drastic like a food safety scare or another production shortage.

The bigger questions will be what products Impossible decides to roll out in retail in order to compete with competitors Beyond Meat and bigger players like Hormel, Kellogg, and, as of just two days ago, Trader Joe’s — and how they stack up, taste-wise. Impossible may have built up a recognizable brand through its many restaurant partnerships, especially fast-food ones like Burger King, but that doesn’t necessarily equate to success in the crowded retail aisle.

We’ll be doing deep dives into the Impossible retail launch and rollout on our Future Food newsletter! Make sure to subscribe.

Tally ho! Simbe Robotics Raises $26M for its Inventory-bot

Simbe Robotics, which makes the autonomous Tally inventory robot for retailers, announced today that it has raised a $26 million Series A round of funding led by Venrock with participation from Future Shape, Valo Ventures, and Activant Capital. Additionally, Simbe also announced today that it is expanding its existing partnership with SoftBank Robotics America to include inventory financing to scale the manufacturing of an additional 1,000 Tally robots over the next two years.

Tally is an autonomous robot that roams store aisles using computer vision and RFID to scan shelves to check on inventory. It’s part of a suite of services from Simbe that provides analytics about purchases and insights about re-stocking management. Simbe provides the hardware for free and charges a monthly subscription for the software and analytics. So far, Tally has been put to work in trials at Giant Eagle and Schnuck’s grocery store chains.

Tally is just one of the robots coming to a grocer near you. Earlier this year, Walmart announced it would expand Bossa Nova’s shelf-scanning robots to 300 locations, and Ahold Delhaize ordered 500 “Marty” floor roaming robots from Badger Technologies.

While retailers may like the fact that robots are faster and more precise than humans (and the fact that they don’t take breaks or call in sick), there are still a lot of kinks that need to be worked out with robots. As we’ve written before, robots can make their human co-workers enjoy their jobs less, and shoppers don’t know how to interact with a cold, silent, sentinel (even if they have googley eyes).

Additionally, how long will robots be necessary for things like inventory management? Walmart debuted its IRL store earlier this summer which features banks of cameras installed and computer vision to keep a real-time eye on what’s in stock.

However, retrofitting a store with the cameras, software and sensors needed to keep track of inventory in that way is expensive and will take a long time. So until then, robots like Tally will probably find a place among the produce at plenty of retailers.

Impossible Foods Teases Location for Retail Launch, Reveals First Product

Mark your calendars folks. On September 20th, consumers in one lucky city will be able to purchase Impossible product from the grocery store for the very first time.

We’ve known for a while that Impossible would launch in retail sometime this month. But in a tweet yesterday, the Redwood City, Calif. based startup teased us with a few more details.

This tweet tells us exactly one and a half pieces of information.

Firstly, Impossible’s first retail product will likely be packaged ground “meat,” similar to Beyond Beef. We predicted this might be the case since the startup has been emphasizing the versatility of its product ever since it launched the new Version 2.0 of its recipe at CES this January.

Honestly, it’s a smart move. Refrigerated grocery shelves are becoming crowded with pre-formed plant-based burgers from Lightlife, Beyond, and more. And over the past month alone major players like Kroger, Smithfield and Kellogg (through MorningStar) have all announced plans to launch refrigerated alterna-burgers of their own. By entering retail with a fresh ground meat product Impossible is essentially narrowing its competition down just to Beyond Beef and Hormel.

We haven’t tried Hormel’s ground protein yet but our team is pretty smitten with Beyond Beef. However, Beyond’s ground beef has only been on retail shelves for a few months, so Impossible won’t be too far behind when it enters the category with a product of its own. Plus, Impossible has been busy building up its brand through partnerships with major fast-food chains like Burger King.

Impossible’s tweet also gave us a hint which city it will launch in: one that smells like “palm trees.” Judging from that cryptic hint, it’s likely either L.A. or Miami. (Sadly, it looks like my hometown of Seattle is out. Damn you, evergreens!)

If I was a betting gal, I’d put my money on L.A. The City of Angels loves anything new and trendy, especially if it comes in Instagram-friendly technicolor packaging. L.A. also has the advantage of being much closer to Impossible’s Oakland production facility.

Then again, it’s too soon to count Miami out of the race. As my colleague Chris pointed out, Miami — or really, Florida — serves as a testbed for a lot of new retail technology. Ford is testing self-driving cars to deliver groceries in Miami, Kroger is building its next robotic warehouse in Groveland, Florida, Walmart offers its InHome service in Vero Beach, and robotic grocery fulfillment company Takeoff works with the Sedano’s supermarket chain throughout the Sunshine State. Plus, Miami was one of the first cities to get Burger King’s Impossible Whopper after its successful pilot in St. Louis, Missouri and Florida was one of the first three states to serve Little Caesar’s Impossible Supreme pizza.

There’s still a lot of question marks surrounding Impossible’s launch. We don’t know which stores or how many of them will carry the product or what it will cost. I guess we’ll have to wait 9 days to find out.

Want to stay updated on Impossible’s retail rollout and other plant-based protein news? Subscribe to our Future Food newsletter!