Impossible Foods’ beef alternative launched in 2,000 Walmart locations this week—putting the plant-based product on the shelves of America’s biggest meat seller
“There's no more important institution in retail food than Walmart,” CEO and founder Pat Brown says, citing how 90% of Impossible customers are meat-eaters. “It sells best when it’s placed in the fresh meat department. That makes perfect sense because our consumers are looking for meat.”
Prices soared, supply chains buckled, shoppers panicked—and plant-based food manufacturers capitalized. While plant-based meat still accounts for less than 1% of total meat sales, refrigerated alternatives like Beyond and Impossible were up 241% during the peak of meat panic-buying this spring, as grocers curtailed meat purchases amid supply fears.
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