Impossible Foods gets FDA approval to sell fake meat in grocery stores

Currently, consumers can only buy Impossible Foods fake meat at the many restaurants it has partnered with – including Burger King, Qdoba and Claim Jumper. Bringing impossible burgers to the supermarket aisles will increase their mainstream relevance and expose them to a broad market. It also ensures that Impossible Foods keeps up with its Beyond Meat competitor, which already sells its products in grocery stores. High demand this summer even led to Beyond Meat's product being sold in select Whole Foods stores. Impossible Foods faced its own shortage this year and has since doubled its employment at the Oakland plant and teamed up with a food production company, OSI Group, to increase its supply.

Demand for meat alternatives is likely to increase only as Americans grow more. Health conscious. Although it has proved successful to sell fake meat in restaurants, it is still seen as a special occasion or niche ̵[ads1]1; rather than something to be consumed as usual. Now, with the two big fake meat brands available in the aisle of frozen foods, plant-based products can compete with industries like Tyson and Morningstar Farms – not to mention each other.