Restaurants nationwide are now able to sell the Impossible Burger directly to customers so they can cook the plant-based burger at home. Until recently, the Food and Drug Administration (FDA) did not allow direct-to-consumer sales of raw Impossible Meat sold in the foodservice sector due to labeling rules. “We know the last few weeks of the COVID-19 health crisis have been unimaginably difficult for our [restaurant] partners, with many shifting to takeout and delivery,” Impossible Foods announced on LinkedIn. “We’ve heard from many of you that during this time you’d like to sell Impossible directly to your guests to cook at home, and now you can. Due to the FDA’s flexibility, all operators are eligible to sell the Impossible Burger 5 lb bricks, 1/4 lb patties, or 1/3 lb patties to customers.”
Restaurants will have to provide a nutrition and allergen fact-sheet (supplied digitally by Impossible Foods) to customers under the new FDA regulation and can choose their own pricing for the products. Over the weekend, Impossible Foods also sent out a survey to determine demand for making its products available for purchase online through its website.
Impossible Foods made its restaurant debut with the Impossible Burger in 2016 and has since expanded the offering to a number of major restaurant partners, including Burger King, White Castle, and Red Robin. In September 2019, Impossible Foods made its retail debut at Southern California grocery chain Gelson’s—where its plant-based meat set record sales, surpassing the sales of ground beef derived from cows at participating stores—before expanding to all 100 locations of grocery store Wegmans across New York, Pennsylvania, New Jersey, Virginia, Maryland, Massachusetts, and North Carolina, along with select Manhattan, NY locations of supermarket chain Fairway Markets.