Impossible Foods Launches Direct-to-Consumer Sales

Impossible Foods has announced the launch of its new e-commerce website, complete with direct-to-consumer sales. This new website will allow customers in the lower 48 states to buy the brand's plant-based Impossible Burger and cook it at home.
 
"With America facing meat shortages for the first time since World War II, we want to make it as easy as possible to get Impossible Burger -- whether you shop in person at your local supermarket, with Instacart or other delivery services, or direct online," said Impossible Foods' President Dennis Woodside on the company's website. "Shelter-in-place and social distancing restrictions due to COVID-19 altered our buying and eating habits -- and many of these changes are permanent. Our intention is to make Impossible Burger available everywhere people shop and eat, including directly from our online store."
 
As demand for the brand's product increases, the brand saw a way for it to get it into more people's hands in more accessible ways. This delivery comes with combustible, recyclable packaging free shipping, and two-day delivery. The company offers four different products on this e-commerce site, and are as follows:
 

  • "Impossible Convenience Pack" which includes four 12-ounce packages for $49.99
  • "Impossible Combo Pack" which includes two 12-ounce packages and ten quarter-pound patties for $59.99
  • "Impossible Family Pack" which includes a single, five-pound bulk package for $64.99
  • "Impossible Grilling Pack" which includes twenty quarter-pound patties for $69.99
 
The brand had previously, during the pandemic, in April, partnered with wholesaler Cheetah to sell a bulk package of its plant-based burgers.
 
"We want to work with innovative, entrepreneurial partners that quickly respond to consumer changes -- including the fact that more and more Americans are cooking and eating at home," said Impossible Foods' President Dennis Woodside on the company's website about this partnership. "At the same time, we know that some behavior changes will persist well beyond the current pandemic -- including a growing reliance on food delivery and online purchases."
 
These packs were available to purchase on Cheetah's app and was available for consumers, independent restaurants, and retailers.
 
"Cheetah is proud to be Impossible Foods' first point of direct-to-consumer distribution," said Na'ama Moran, Co-founder and CEO of Cheetah on the same webpage as the above statement. "Our teams acted swiftly to put distribution of the Impossible Burger into Cheetah's app and distribution platform only a month after we began offering drive-through contactless pickup of groceries for consumers during COVID-19. As families shelter in place and cook more at home, the Impossible Burger is an excellent choice for plant-based meat that grills great for outdoor BBQs."
 

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