This week, California-based company Impossible Foods will roll out its Impossible Burger at nearly 600 Sobeys and Sobeys-owned grocery stores across Canada—marking the first time Canadians can purchase the plant-based burger in stores. The burger—sold in 340 gram packages for CAD$11.99—will also be available on the grocery chain’s delivery platform Voilà by Sobeys. The retailer has an exclusive on the Impossible Burger until February 2021 at which point it will expand to 1,500 stores across Canada.
“We are proud to be the first national retailer to bring Impossible Foods to Canada,” Paul MacLeod, Vice President, Merchandising at Sobeys Inc., said. “We are always looking to find innovative products to keep our assortment interesting and innovative for families across Canada and the Impossible Burger is a great-tasting choice for customers seeking plant-based meat.”
The company’s retail launch follows the debut of the Impossible Burger in a dozen Canadian restaurants last month—which marked the first international expansion of the plant-based burger outside of Asia. The Impossible Burger is now available at more than 450 restaurants across Canada.
Stateside, Impossible Foods—which debuted at high-end restaurants in 2016—is aggressively expanding its retail footprint. The Impossible Burger first launched in the retail sector in September 2019 and has grown its retail distribution by 100-fold in the last six months to more than 50,000 stores, including Walmart, Sprouts Farmers Market, Trader Joe’s, Kroger, and, most recently, Target.