Plant-based Impossible Burger is currently the number one selling packaged food item at all 27 Gelson’s Markets across Southern California, surpassing ground animal meat sales at some stores. On September 20, Gelson’s became the first retail chain to offer the plant-based burger which was previously only available at 17,000 restaurants nationwide. “No one could have predicted this level of pent-up demand for Impossible Burger,” Gelson’s Chief Merchandising Officer John Bagan told Foodnavigator-USA.“ We had die-hard Impossible fans buying 10 packages at a time, and we saw a record number of customers who have never shopped [at] Gelson’s before. It’s the biggest product launch we’ve ever had.” Gelson’s also reported that shoppers who bought the Impossible Burger—at $8.99 per 12-ounce package—spent 72 percent more in-store than average shoppers, particularly on items that complimented the burger. Impossible Foods’ made its East Coast retail debut on September 26 at all 100 Wegmans locations across seven states and at two New York City locations of supermarket Fairway Markets—where it is currently the top item sold in the meat department.