Impossible Foods Partners with Whole Foods Market to Distribute Plant-Based Chicken Products – vegconomist
Starting in May 2024, shoppers at Whole Foods Market locations across the United States will have access to Impossible Chicken Nuggets and Impossible Chicken Patties. This collaboration marks the first time that Impossible Foods’ plant-based chicken products will be available in Whole Foods stores.
“Launching in Whole Foods Market is a proud moment that’s been a long time coming”
Impossible Foods introduced its meat-free chicken nuggets in the United States in 2021 and expanded into the Canadian market shortly after that. In 2023, the company broadened its product line with the introduction of Impossible Spicy Chicken Nuggets, Impossible Spicy Chicken Patties, and Impossible Chicken Tenders. However, the packaging has undergone a significant transformation, with the company switching to red packaging following a rebranding effort last month.
Peter McGuinness, president and CEO of Impossible Foods, commented on the significance of this partnership: “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.”
These products are positioned as healthier alternatives to their animal-based counterparts, containing no cholesterol and offering up to 35% less total fat and 60% less saturated fat. According to the company, the environmental benefits are also significant, with the Impossible Chicken range requiring approximately 44% less water, 49% less land, and producing 36% less greenhouse gas emissions than conventional chicken.
Growth in US retail
The announcement of this partnership comes at a time when Impossible Foods is experiencing rapid growth in the US retail sector, with a network of more than 30,000 retail locations.
“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 health and the planet’s health and are seeking delicious, nutritious food options that match their lifestyle,” continued McGuinness.
Customers can find the Impossible Chicken products in the new red packaging in the freezer aisles of selected Whole Foods Market stores.
