Impossible Foods Cuts Grocery Prices 20% as Part of “Displacing Animal-Derived Foods” Strategy

Impossible Foods is cutting prices 20 percent for 17,000 US grocery at a time when its sales are at an all-time high. Impossible Foods plans to keep lowering prices as it achieves new production records and economies of scale; the plant-based pioneer says it will ultimately undercut the price of ground beef from cows.

Following what Impossible describes as “tremendous growth and economies of scale over the past year,” the company is cutting suggested retail prices for Impossible Burger to US$5.49 for patties and US$6.99 for a 12-oz. package. (On-shelf prices may vary depending on location and retailer.)

Impossible Foods is strongly encouraging 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. It is also offered online via platforms including Amazon Fresh,,, Farmstead, and Imperfect Foods.



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