On Sept. 20, all 27 Gelson’s Markets in Southern California will sell the Impossible Burger for consumers to make at home. The plant-based “meat” was developed to imitate ground beef in flavor, nutrition and versatility.
“We can’t wait for home cooks to experience the magic—whether using Impossible Burger in their family favorites or inventing new recipes that go viral,” said Patrick Brown, founder and CEO of Impossible Burger, Redwood City, Calif.
To celebrate the launch, Gelson’s Westfield Century City store will host an army of grandmothers, those influential family cooks who often are the first inspiration when it comes to cooking. They will share culinary wisdom and cook their favorite dishes as well as serve free samples of Impossible Burger on Sept. 20. To kick off the homage to grandmothers as the best chefs, the store also will host Vilailuck “Pepper Thai” Teigen, grandmother, chef and mother to former model Chrissy Teigen on Sept. 19 in a cooking show-style VIP event.
Later this month, Impossible Burger will become available in additional retailers on the East Coast, with new partners across the country to be announced later this year.
“People who shop at Gelson’s know and appreciate great food, and the Impossible Burger is going to become a go-to favorite in home-cooked meals, from dim sum to BBQ,” said Gelson’s Markets President and CEO Rob McDougall. “We’ll also be unveiling delicious new recipes featuring Impossible in Gelson’s Kitchen and offering an Impossible Burger at our Wine & Tapas bars. We’re excited to bring another important worldwide first-to-market product to our customers, who love trying innovative, delicious food.”
Throughout the month of October, customers can sample Impossible Burger and participate in cooking demonstrations at select Gelson’s locations.