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Impossible Burger makes debut in Southern California

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Impossible Burger makes debut in Southern California
REDWOOD CITY, Calif. — Impossible Foods has introduced its Impossible Burger at all 27 outlets of Gelson’s Markets in Southern California.

The Impossible Burger is a plant-based meat and included on the menus of more than 17,000 restaurants. Now the burger is available to home cooks.

“Three years ago we introduced plant-based meat to top chefs in America’s most important restaurants. They consistently told us that the Impossible Burger blew them away,” said Impossible Foods’ chief executive officer and founder Dr. Patrick Brown. “We can’t wait for home cooks to experience the magic — whether using Impossible Burger in their family favorites or inventing new recipes that go viral.”

Throughout the fourth quarter and in early 2020, Impossible Foods said it will expand its retail presence by launching the Impossible Burger in grocery stores in key regions. The company said the burger will launch in additional grocery stores later this month, when the product makes its East Coast debut.

“Our first step into retail is a watershed moment in Impossible Foods’ history,” said Impossible Foods’ senior vice president Nick Halla, who oversees the company’s retail expansion. “We’re thrilled and humbled that our launch partners for this limited release are homegrown, beloved grocery stores with cult followings in their regions.”

The Impossible Burger is kosher, halal and gluten-free certified, and it’s plant-based and bioengineered. A 12-ounce package will cost $8.99 at Gelson’s Markets, available in the meat cases, both fresh and frozen. Gelson’s is limiting each customer purchase to 10 packages per visit.

The Impossible Burger can be used in all ground meat recipes, including stews, chili, sauces, braises, minces, meatballs, meat pies or any other beefy menu item. It’s easy to cook on an outdoor BBQ grill, flat top, Instant Pot, high speed oven, steamer or sauté pan. Home chefs can use the burger in recipes from lasagna to lo mein.

The Impossible Burger has as much bioavailable iron and protein as a comparable serving of ground beef from cows. A 4-ounce serving has 0 mg cholesterol, 14 grams of total fat, 8g of saturated fat and 240 calories.


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