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Impossible Burger launches a direct to consumer platform

Impossible Foods is now available with the click of a button from its new e-commerce platform launched this month. This direct-to-consumer option allows consumers to purchase four different bulk burger package options that will be delivered within 48 hours and free of charge directly to doorsteps in the U.S.

Consumers can choose from the $49.99 Convenience Pack with four 12-oz. packages; the $59.99 Combo Pack with two 12-oz. packages and 10 quarter-pound patties; the five-pound bulk Family Pack for $64.99; and the $69.99 Grilling Pack with 20 quarter-pound patties. However, it will be impossible for those living outside of the contiguous 48 states of the United States to have access to this new direct-to-the-door delivery method.

The pandemic has caused yet another company to shift its distribution model. Online, direct-to-consumer retail options are quickly coming into vogue as consumers look for options that permit them to keep their distance from crowded areas but still have access to all their favorite products. The problem is that most brands don’t have dedicated e-commerce strategies according to a study presented last week by Profitero and Kantar.

Due to challenges with pricing, profitability and supply chain logistics, the digital shopping channel opportunity has remained mostly stagnant. However, for companies like Impossible Foods that are up to the challenge, the expense and effort required to overcome these obstacles could prove to be a lucrative investment. In a Brick Meets Click and ShopperKit survey from March, 31% of American households have shopped online in the last 30 days. The survey also showed that nearly the same percentage of consumers (30%) plan to continue shopping online due to the pandemic.

Impossible Foods is the first to launch a direct-to-consumer site for its plant-based meat, and this launch leaves its main competitor Beyond Meat without an equivalent option for its fans. This move has the potential to give Impossible Foods a leg up with consumers who are interested in at-home delivery options but it also directly fits into the company’s overall expansion strategy. In March, Impossible Burger closed a $500 million funding round, and the company said a portion of the funds would go directly to increasing its market penetration. The plant-based meat giant's total funding sits at nearly $1.3 billion.

It is clear that a retail expansion is at the forefront of this Silicon Valley startup’s strategy. In addition to launching an e-commerce website for burger distribution, the company said that it intends to expand its presence in retail by 50-fold this year with an emphasis on a presence in major retailers. Already, Impossible Foods has grown from its initial release in a few select American supermarkets last September to now being sold in 3,000 stores nationwide.