The Impossible Burger will make its worldwide debut in grocery stores this month at all 27 outlets of Gelson’s Markets in Southern California—the first time that the general public will be able to buy and experience the Impossible Burger at home.

“Three years ago, we introduced plant-based meat to top chefs in America’s most important restaurants,” said Patrick O. Brown, CEO and founder of Impossible Foods. “We can’t wait for home cooks to experience the magic—whether using Impossible Burger in their family favorites or inventing new recipes that go viral.”

Throughout the fourth quarter and in early 2020, Impossible Foods will expand its retail presence by launching the Impossible Burger in industry-leading grocery stores in key regions. Impossible Foods will launch in additional grocery stores later this month, when the Impossible Burger makes its East Coast debut.

As the food tech startup scales up production and capacity—both at its own plant in Oakland, Calif., and with food co-manufacturer OSI Group—it will accelerate its retail push.

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