On September 20, plant-based meat brand Impossible Foods will launch in grocery stores in select regions of the United States. We knew it was coming, but the California-based startup recently teased the retail launch with a few more details: “Guess what city you can find us on shelves? Here’s a hint: Smells like palm trees,” Impossible Foods posted on social media with a photo of what appears to be a new packaged vegan ground beef product, similar to competing product Beyond Beef.
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In July, the company announced a co-manufacturing collaboration with McDonald’s food supplier OSI Group, which will allow it to significantly increase production by the end of this year. That same month, fast-food chain Burger King expanded its test run of a vegan-friendly Impossible Whopper to more than 7,000 locations nationwide. Impossible Foods’ innovative patties are also available at restaurants chains such as White Castle, Red Robin, Applebee’s, and Dave & Buster’s.