Previously found only at high-end restaurants and fast-food chains, the famous plant-based Impossible Burger now lines grocery store shelves in Southern California.

Not from the West Coast? Don’t worry. Impossible Foods will, in the next few weeks, announce when their cutting-edge meatless burger shall debut in East Coast grocery stores. By mid-2020, the Impossible Burger is expected to be available in every region nationwide.

Related: Beyond & Impossible alternative meats: are they actually healthier than the real thing?

The success of the retail rollout is thanks to two reasons. For one, Impossible Foods has partnered with food provider OSI Group to expand operations. But, more importantly, the Food and Drug Administration (FDA) finally approved the company’s “secret ingredient.”

According to Impossible Foods CEO, Dr. Patrick Brown, the secret to Impossible products centers around the heme protein, which is naturally found in soybean roots. This key ingredient mimics meat’s texture, even “bleeding” to simulate beef.

Because the burger is plant-based, it does not taste exactly like a beef patty. Yet, it is a different type of delicious flavor, accented further with a crunchy coating. Also, with only 20 grams of protein per serving, it is a healthier choice.

For now, Gelson’s Markets is the sole retail grocery chain selling the Impossible Burger with only 10 packages allowed per customer visit.

Just earlier this year in May, while Impossible Foods raised $300 million in venture capital funding, its competitor, Beyond Meat, went public and has found stock valuation steadily increasing. Not to mention, when a single KFC franchise in Atlanta offered Beyond Meat’s meatless chicken on its menu a couple of months ago, it sold out almost immediately.

Tyson and Smithfield are jumping in on the alternative meat trend. Similarly, Kellogg’s and Nestle are in the midst of research and development so that they, too, can partake of the meatless sector. Plus, Kroger is reportedly set to launch a line of meatless products later this year.

Many environmentally-conscientious folks, determined to counteract global warming, are likewise singing the praises of alternative meat. Going meatless ultimately helps taper the methane-producing cattle population as well as scale back the amount of grazing land, which all translates into a smaller environmental footprint. Moreover, with no accompanying hormones nor antibiotics, the meatless burger patty is certain to delight health-minded enthusiasts everywhere.

Via Gizmodo

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