Reading Time: < 1 minute Impossible Foods is cutting its retail price by 20 percent Credit: Impossible Foods
Reading Time: < 1 minute

Impossible Foods is slashing the price of its plant-based meat to compete with the cost of beef.

The food-tech brand said last week it will reduce the price of its meat-free patties by 20 percent in US grocery stores.

It will also implement similar reductions in retail stores across the world such as Canada and Hong Kong. The move is Impossible’s third double-digit price reduction in the past 12 months.

Suggested retail prices for the Impossible Burger are now $5.49 for patties and $6.99 for a 12-ounce pack.

Price parity with ground beef

Dennis Woodside is the president of Impossible Foods. He told MarketWatch: “We want to eventually achieve price parity with ground-beef prices.

“If anything during the pandemic, consumers have shown an increasing hunger for our product because they can’t go to restaurants and they’re more health-conscious. Today’s price cut is merely our latest — not our last.”

Impossible Milk

Last year, the brand revealed it is working on a vegan alternative to cow’s milk.

The dairy-free product does not yet have a name or release date (though some reports are predicting it will be called Impossible Milk).

According to Impossible Foods, the product is not necessarily an alternative to plant milks, but rather aimed at consumers who prefer cow’s milk. The product will offer the same flavor, mouthfeel, applications, and texture, but without involving cows.

Liam Giliver

Liam is the former Deputy Editor of Plant Based News. He has written for The Independent, Huffington Post, Attitude Magazine, and more. He is also the author of 'We're Worried About Him'.