Impossible Foods is cutting prices 20% for 17,000 grocery stores in the U.S.
Food in Canada StaffBusiness Operations Products Plant-based foods Impossible foods US
Thanks to tremendous growth and economies of scale over the past year, Impossible Foods is cutting suggested retail prices by 20% for grocery stores throughout the United States.
The price cuts bring the company’s suggested retail prices for Impossible Burger to $5.49 for patties and
$6.99 for a 12-oz. package. (On-shelf prices may vary depending on location and retailer.)
Impossible Foods is strongly encouraging the roughly 17,000 grocery stores, supermarkets and retailers
that sell Impossible Burger to pass the savings to consumers as soon as possible. Impossible Burger is
available at Albertsons, Kroger, Publix, Safeway, Sprouts, Target, Trader Joe’s, Walmart, Wegmans and
many others, as well as online platforms including Amazon Fresh, Walmart.com, Kroger.com, Farmstead
and Imperfect Foods. (To find the nearest place to buy Impossible products, click here.)
Impossible Burger was sold in about 150 grocery stores one year ago; it’s now available in approximately
17,000 grocery stores nationwide — a more than 100X increase in Impossible Foods’ retail footprint.
Production has increased sixfold since 2019, both in Oakland and at multiple plants owned by comanufacturing
“Our plan is to reverse global warming and halt our planet’s extinction crisis by making the food system
sustainable. To do that, we need to make meat better in every way that matters to consumers—taste,
nutrition, convenience and affordability,” said Impossible CEO and Founder Dr. Patrick O. Brown. “With
economies of scale, we intend to keep lowering prices until we undercut those of ground beef from cows.
Today’s price cut is merely our latest — not our last.”
THE THIRD CUT’S THE DEEPEST — SO FAR, ANYWAY
Impossible Foods is introducing similar price cuts internationally at retail stores in Canada, Singapore and
Hong Kong. The double-digit international price cuts, which vary by location and apply to all Impossible
retail products sold overseas, exceed 20% in some regions.
The latest price cut is the third double-digit reduction from Impossible Foods in less than a year. Last
month, the company cut prices on average about 15% for foodservice distributors that sell to
Impossible Burger sales are increasingly displacing animal-derived foods, whose production is one of the
biggest generators of greenhouse gas emissions and the leading driver of the global meltdown in
According to Chicago-based analytics company Numerator, the vast majority of Impossible Foods’ sales
come at the expense of animal-derived meat: For every $1 spent on Impossible Burger at US grocery
stores, 82 cents comes at the direct expense of animal-derived foods — up from 72 cents per $1 in
September 2020. (Numerator analyzes consumer credit card purchases over the most recent 13-week
Already considered the world’s No. 1 environmental startup, Impossible Foods’ mission is to turn back
the clock on global warming and restore biodiversity by creating a mainstream, mass-market, consumer
movement to eliminate the most destructive technology in human history: animal agriculture.
The award-winning Impossible Burger — which contains no animal ingredients, animal hormones or
antibiotics — includes higher levels of many micro-nutrients than ground beef yet requires a tiny fraction
of the world’s precious resources to produce compared to beef. By contrast, raising animals for meat
introduces hormones and antibiotics into the food chain, collapses biodiversity, accelerates climate
change and provokes public health crises.
Like many food companies, Impossible Foods does not typically own or operate the final point of sale for
its product — grocery stores, restaurants, cafeterias, theme parks and other venues. Instead, Impossible
Foods sells directly to food distributors and retailers, which in turn determine the final sale price for
“While we would not and could not require grocery stores to cut prices, grocery store customers and
distributors are in fact consistently passing along our economies of scale to their own customers,” said
Impossible Foods’ President Dennis Woodside. “Impossible products are becoming increasingly
affordable, and this in turn is accelerating our rapid retail growth. It’s a virtuous cycle for our customers,
consumers and the planet.”
Impossible Burger is the flagship product from Impossible Foods, Inc. Magazine’s company of the year
and one of Time Magazine’s 50 Genius companies. Winner of the Food and Beverage (FABI) Award from
the National Restaurant Association, Impossible Burger rivals beef from cows for taste and is hailed as a
triumph of food engineering.
Impossible Burger has as much bioavailable iron and protein as a comparable serving of ground beef
from cows, and has macronutrients like fiber and micronutrients like folate, B12, thiamin and iron. The
quarter-pound patty has 0 mg cholesterol, 14 grams of total fat, 8 grams of saturated fat, and 240
calories; the third-pound patty has 0 mg cholesterol, 19 grams of total fat, 11 grams of saturated fat, and
320 calories. (A conventional “80/20” patty from cows has 80 mg cholesterol, 23 grams of total fat, 9
grams of saturated fat and 290 calories in a quarter-pound patty, and 110 mg cholesterol, 30 grams of
total fat, 11 grams of saturated fat and 390 calories in a third-pound patty.)
Impossible Burger contains no animal hormones or antibiotics and is gluten-free certified. It uses 96%
less land, 87% less water and generates 89% less greenhouse gas emissions compared to conventional
beef from cows — environmental benefits that also translate to economic efficiencies.
The company’s hypergrowth has profound, positive implications for the environment and consumers, and
it enables Impossible Foods to achieve economies of scale — cost savings that Impossible Foods wants
to pass along to business owners and consumers.
ABOUT IMPOSSIBLE FOODS
Based in California’s Silicon Valley, Impossible Foods makes delicious, nutritious meat and dairy products
from plants — with a much smaller environmental footprint than meat from animals. The privately held
food tech startup was founded in 2011 by Patrick O. Brown, M.D., Ph.D., Professor Emeritus of
Biochemistry at Stanford University and a former Howard Hughes Medical Institute investigator. Investors
include Mirae Asset Global Investments, Khosla Ventures, Bill Gates, Google Ventures, Horizons
Ventures, UBS, Viking Global Investors, Temasek, Sailing Capital, and Open Philanthropy Project.
Impossible Foods was Inc. Magazine’s company of the year and one of Time Magazine’s 50 Genius
companies. The flagship product, Impossible Burger, was named top plant-based burger by the New
York Times and received the Food and Beverage (FABI) Award from the National Restaurant Association.
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