What good are great low prices if you can’t use them to lie to your taste buds? Presumably, that was the question that Impossible Foods and Walmart were answering when they joined forces. As CNBC, details, the Impossible Burger is slated to be sold at more than 2,000 Walmarts and more than 8,000 retail locations in total. That vastly expands its availability, placing it in stores across all 50 states and in 50 times more retail locations than it was present in six months prior.
It obviously doesn’t take a burger scientist to know this is a massive boon for the brand. But Impossible Foods CEO Patrick Brown, who happens to be a biochemist with a medical degree, weighed in on the benefit nonetheless: “Walmart is the largest food retailer in the world. It has a huge presence — 90 percent of the U.S. population lives within a mile of a Walmart store.” This is also an opportunity for meat eaters, who comprise roughly 90 percent of Impossible Foods’ customers, according to Brown. How now goes Brown’s meatless cow? Pretty darn well, and if Walmart customers agree that the Impossible Burger is well done, it won’t need Burger King to validate its claim to the food crown.