Impossible Burgers’ Grocery Store Debut Cements Mainstream Relevance | Eater
"Starting this Friday, the plant-based, “bleeding” Impossible Burger will make its supermarket debut in 27 stores of this Southern California grocery chain, with a planned roll-out to East Coast stores later in the month and a company goal to reach every U.S. region by mid-2020. The grocery-aisle launch is presented as the final step in normalizing the product and bringing it from trendy menus into everyday, direct-to-consumer retail." - Jenny G. Zhang
