This week, plant-based meat brand Impossible Foods is launching packages of two pre-formed, quarter-pound (4-ounce) burger patties in the meat section of more than 2,000 Kroger and Kroger-affiliated grocery stores nationwide. The patties ($6.99) follow the retail launch of Impossible Burger’s 12-ounce packages, which debuted last fall and are now available in more than 9,000 grocery stores nationwide. To celebrate the launch, Impossible Foods is hosting an interactive—but contactless—pop-up in Los Angeles on August 26 so that consumers can experience the product while getting a free car wash. The brand is also giving away free product coupons through the Ibotta coupon app for the first 10,000 shoppers.
“Burger patties have been increasing in popularity for nearly a decade because they’re simple and fast. And now more than ever, Americans crave convenience and speed in the kitchen,” Ravi Thakkar, Impossible Foods’ Vice President of Product Management, said. “Our patty packs enable home chefs to create the perfect dish, whether that’s a classic-style burger or a juicy patty melt. In just four minutes, your Impossible Burger can go from the refrigerator to the grill to your plate.”
Impossible Burger patty packs will become available at additional retail locations over the next several weeks.