For the First Time, Impossible Foods Offers Best-Selling Impossible™ Chicken From Plants at Whole Foods Market
01 May 2024 - 1:12PM
Business Wire
Starting May 2024, Whole Foods Market shoppers
across the US will have increased access to delicious,
nutrient-dense meat from plants that’s better for the planet –
including the No. 1 chicken-from-plants product in the country,1
Impossible™ Chicken Nuggets
This month, Impossible Foods is bringing its fan-favorite
Impossible™ Chicken From Plants to select Whole Foods Market
locations in the US, expanding consumer access to delicious,
nutrient-dense meat from plants that’s better for the planet.
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Starting May 2024, Whole Foods Market
shoppers can enjoy Impossible™ Chicken Nuggets and Patties at
select locations across the US. (Photo: Business Wire)
Starting May 2024, Whole Foods Market shoppers can enjoy the No.
1 chicken-from-plants product in the US, Impossible Chicken
Nuggets, which are described as tasting as good or better than
animal chicken nuggets in a consumer taste test.2 Impossible
Chicken Nuggets will be joined in the freezer aisle by Impossible™
Chicken Patties –– preferred by 61% of consumers over a leading
animal chicken patty3 –– as well as both of their spicy
counterparts.
Impossible Chicken Nuggets and Chicken Patties offer
high-quality protein and fiber in each golden, savory serving, and
are nutritionally competitive with their animal counterparts with
no cholesterol, up to 35% less total fat and up to 60% less
saturated fat.4 Impossible Chicken is also responsible for
approximately 44% less water consumption, 49% less land usage and
36% less greenhouse gas emissions than animal chicken.5
“Launching in Whole Foods Market is a proud moment that’s been a
long time coming. Impossible Chicken will now be broadly available
and distributed in retail across America – we can’t emphasize
enough the impact this will have on the consumer, the category and
the planet,” said Peter McGuinness, president and CEO of Impossible
Foods. “We’re already available in tens of thousands of retail
stores across the country, and working with Whole Foods Market
allows us to reach even more shoppers. They’re more conscious about
their wellbeing and the environment, and are seeking delicious,
nutritious food options that match their lifestyle. We look forward
to Impossible Chicken being added to their weekly grocery
lists.”
Whole Foods Market is widely recognized for helping bring
organic and natural food products into the mainstream. Now, the
leading natural foods purveyor is further expanding accessibility
to plant-based products with Impossible’s best-selling chicken from
plants.
“We're thrilled to announce the arrival of Impossible Chicken
From Plants at Whole Foods Market,” said Christopher Manca,
Principal Category Merchant at Whole Foods Market. “This exciting
addition reflects our commitment to providing diverse, flavorful
options for plant-based eaters, making it even easier to enjoy
delicious meals that align with our customer’s dietary
preferences.”
The announcement comes as Impossible Foods continues its streak
as the fastest growing major meat from plants brand in US retail,
outpacing the growth rate of the rest of the US plant-based meat
category in both dollar sales and unit sales across its expansive
network of more than 30,000 retail locations.6 In March 2024, the
company revealed it would be leveraging this position of strength
to evolve its overall brand identity to be more welcoming and
approachable to flexitarians and meat-eating consumers, as it seeks
to further grow awareness and household penetration for itself and
the broader plant-based category.
Shoppers across the US can expect to see Impossible Chicken in
its new, bold red packaging in the freezer aisle of select Whole
Foods Market locations over the coming weeks.
About Impossible Foods:
Impossible Foods is on a mission to positively impact people and
the planet by making delicious, nutritious meat from plants with a
fraction of the environmental footprint of meat from animals. The
privately-held food company was founded in 2011 and took a uniquely
scientific approach that aims to make the world's best plant-based
meat with the power to transform the food system. We make chicken,
beef, and pork products from plants for every meal – breakfast,
lunch and dinner – with a goal of replicating the flavors,
textures, and cooking experience that meat eaters crave. Every
nugget, burger, and patty we sell uses less land, water, and
produces less greenhouse gas emissions compared to the animal.
Impossible Foods products are designed in California, produced
in California and the Midwest with U.S. and global ingredients, and
are available across 4 continents in the United States, Australia,
Canada, Hong Kong, Macau, New Zealand, Singapore, the United Arab
Emirates, and the United Kingdom. For more information, please
visit impossiblefoods.com and follow us on Instagram, X and
LinkedIn for updates.
Media Kit: Media Kit
1Circana (IRI) YTD Total US MULO Week end 4.7.24 2Based on a US
national in-home usage test with 103 consumers in July 2022. 3Based
on a blind taste test of 104 consumers in Atlanta in April 2022.
4For full nutrition information, see
https://impossiblefoods.com/nutrition-disclaimers 5Based on a Life
Cycle Assessment comparing Impossible Chicken Nuggets Meat From
Plants with animal-based chicken nuggets (ISO Conformant; WSP 2021)
6IRI Total US MULO YTD End 4.7.24
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Megan Krogius pr@impossiblefoods.com