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CNN has a story about how the plant-based Impossible Burger "will be available in select grocery stores along the East Coast, less than a week after making its grocery-store debut on the West Coast. The burgers will be available in 100 Wegmans supermarkets in seven states, and two Fairway stores in New York's Manhattan -- increasing the number of nationwide retailers that sell the Impossible Burger fivefold."

The story notes that "the Impossible Burger made a splash last week when it debuted in California -- in its first full weekend sale in Gelson's supermarkets, Impossible Burger outsold ground beef from cows, in terms of both revenue and the number of pounds sold."

The Impossible Burger is hardly alone: "Its main rival, Beyond Meat, has meatless burgers, sausages, and more at retailers like Safeway and Kroger. Kellogg plans to launch a line of meat substitutes called Incogmeato under its Morningstar Farms brand next year."

Meanwhile, CNN also reports that Nestlé is getting into the plant-based burger business, introducing the Awesome Burger, described as "Nestlé's answer to the Impossible and Beyond Meat burgers."

According to the story, "The product, currently rolling out to retailers including Fred Meyer, Hy-Vee, Ralphs, Safeway, Stop & Shop and others, is hardly a breakthrough. Like Impossible and Beyond's version, the plant-based burger is designed to cook, look and taste like real meat. And like Impossible and Beyond Meat's products, a bite of the Awesome Burger patty, when topped with condiments, lettuce, tomato and onions and served in a moist bun, is a satisfying approximation of a real beef burger."

But unlike the other two companies, which are startups, Nestlé is the largest food company on the planet, and is seen as having the scale to really drive sales and acceptability.

Even McDonald's is getting into the act. Reuters reports that the fast feeder "will test a new 'plant, lettuce and tomato' sandwich using Beyond Meat's patties in 28 restaurants next week." It will call the item the "PLT sandwich," for … natch … plant, lettuce and tomato.
KC's View:
I've noted here before that I've had Impossible Burgers in two places - the excellent Irving Street Kitchen in Portland, Oregon, where it was as delicious as everything else on the menu, and at White Castle, where it made me as sick to my stomach as pretty much everything else on the menu.

I went to a Burger King the other day to see how it is doing with the Impossible Whopper … and would like to report that it doesn't suck, but mostly is tasteless, serving as a delivery system for tomatoes, onions, lettuce and mayonnaise. Not the worst item on the market, but I wouldn't call it a reason to go back to Burger King.