After a Time of Waiting and Whispering When the Impossible Burger hits the shelves of grocery stores, the market launch has come. You need to know the following.
Where can I buy Impossible Burger in grocery stores?
On September 20, Impossible Burger will be on shelves at 27 Gelson, Southern California locations, from San Diego County to Ventura County.
Interested buyers can use the Impossible Foods Branch Finder to identify Gelson's inventory with the new product.
Not yet, but do not be angry!
David Lee, Chief Financial Officer of Impossible Foods, told CNET that the company is considering various national rollout plans, but plans to take its time.
"We want to make sure we get it right," Lee said. "So we're focusing on a smaller, high quality retailer, just as we started with smaller restaurants."
In the future, Lee said the retail rollout might look like the restaurant rollout: the burger will gradually be available from more retailers and eventually find its way to national food chains.
Read more: 9 Drooling Impossible Burgers that you can order now if you are not near a Gelson.
Will the Impossible Burger be frozen or freshly sold?
Impossible burgers are shipped frozen, but they are sold chilled in the same areas where you would find beef burgers and other meat products.
How to Cook the Impossible Burger?
According to Lee, you can make the Impossible Burger at the discretion of your chef.
"We cook it as well as our favorite meat dishes," Lee said, referring to how his family uses the Impossible burger at home. "We made burgers and used them in Korean dishes, and I even saw them on pizzas and in noodles."
Part of the company's goal is to make plant-based meat as versatile as animal protein, says Lee. There is no "best" way to prepare the Impossible Burger.
However, you should follow the safe cooking guidelines and heat the Impossible Burger to the same temperature that you would cook ground beef: 160 degrees Fahrenheit according to the USDA guidelines.
Will this change the current availability of the restaurant?
It is true that Impossible Foods had a short draw in June . However, after partnering with food retailer OSI Group and expanding its business, Lee is confident that retail adoption will be a smooth process.
"If you have unprecedented growth, there will inevitably be times when we will have to meet demand," Lee said, "but we're ready to populate all 17,000 locations, including the Gelson, with the Impossible Burger to supply. "