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.

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 

We’re coming to shelves soon! Can you guess the first city? #CookImpossible

A post shared by Impossible Foods (@impossible_foods) on

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 RobinApplebee’s, and Dave & Buster’s.

Love the plant-based lifestyle as much as we do? Get the BEST vegan recipes, travel, celebrity interviews, product picks, and so much more inside every issue of VegNews Magazine. Find out why VegNews is the world’s #1 plant-based magazine by subscribing today!

Subscribe