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Impossible Foods to Make East Coast Grocery Debut
After a record-shattering launch on the West Coast, the Impossible Burger will make its East Coast grocery store debut today at all 100 Wegmans locations in seven states, and at two Manhattan locations of Fairway Market. Though widely available in restaurants since 2016, the Impossible Burger first appeared in grocery stores just last week, when it debuted at all 27 of Gelson's Markets in Southern California. During its first full week on sale, the Impossible Burger outsold ground beef based on both revenue and total number of pounds at Gelson's. In fact, the Impossible Burger was the number one packaged good sold at Gelson's from Friday through Sunday across the 27 stores.
Rob McDougall, CEO of Gelson's Markets, said, "The Impossible Burger generated more excitement than any other single product we’ve seen in more than a half-century of operations. In addition to exceptional sales and volume, the launch initiated...
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