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Impossible Foods‘ plant-based burger launches in popular U.S grocery store Trader Joe’s today.

The meat-free product, which is now available in more than 500 Trader Joe’s stores, was only available in 150 grocery stores in California at the beginning of the year.

‘A beloved institution’

Now, Impossible Foods aims to expand its retail presence by 50 times in 2020 alone – in an effort to make its products ‘accessible wherever Americans go grocery shopping’.

Impossible Foods’ President Dennis Woodside said: “We’re particularly excited about the launch of Impossible at Trader Joe’s, a beloved institution with die-hard fans and a company known particularly for its great meat, cheese, and wine selection.”

‘Healthier for the consumer’

Recently, Impossible Foods’ CEO and founder Pat Brown responded to critics who claim the company’s meat alternatives are unhealthy.

Speaking to CNBC, Brown said: “What it replaces is a burger made from a cow, not a kale salad. So, if you’re saying this is not like the ultimate ‘superfood’ – you’re right.

“But it’s intended to be a product that is healthier for the consumer than a burger made from a cow [and it’s] better for the planet than a burger made from a cow. And for many consumers, [it’s] more delicious.”