Impossible Foods is bringing plant-based analogue breakfast sausage to grocery coolers, a few months after debuting it in restaurants.
Impossible Sausage, packed in 14 oz. chubs, will be available in Savory and Spicy flavors. It will probably cost up to 35% more than regular sausage. The company is hoping that its superior nutritional profile, with 30% fewer calories and 47% less fat, will overcome the price disadvantage.
Right now Impossible Foods makes most of its money from foodservice sales, but company president Dennis Woodside says he expects retail to form about half the business eventually.
One aspect the company will keep an eye on is where retailers will display the product: next to regular sausage, or in a section dedicated to plant-based analogues.
“It will be interesting to see how sales go in both of those locations in the supermarket because those are different buyers with different intents,” Woodside told CNBC.
Impossible is also set to release a line of chicken nuggets into restaurants this fall, with possible follow-up in retail.