Announcing Mission IMPOSSIBLE...

The Impossible™ Burger has made its worldwide debut in grocery stores! Available now at all 27 Gelson’s Markets locations in Southern California — the first time that the general public will be able to buy and experience the Impossible Burger at home.

The Impossible Burger is the award-winning, plant-based meat that rivals ground beef from cows for taste, nutrition and versatility. The Impossible Burger is on menus in more than 17,000 restaurants, but home chefs never had a chance to work with the Impossible Burger -- until now.

“Three years ago we introduced plant-based meat to top chefs in America’s most important restaurants. They consistently told us that the Impossible Burger blew them away,” said Impossible Foods’ CEO and Founder Dr. Patrick O. Brown. “We can’t wait for home cooks to experience the magic -- whether using Impossible Burger in their family favorites or inventing new recipes that go viral.”

On Friday, a diverse crew of grandmas will share their culinary wisdom and cook their favorite dishes in Los Angeles. Impossible Foods’ retail launch party, “Grandma’s House,” will celebrate its debut in retail and serve up free samples from 11 am to 6 pm PT (until supplies last) at the Westfield Century City’s Cabana, located on Level 3 of the shopping center.

“People who shop at Gelson’s know and appreciate great food, and the Impossible Burger is going to become a go-to favorite in home-cooked meals, from dim sum to BBQ,” said Gelson's President and CEO Rob McDougall. “We’ll also be unveiling delicious new recipes featuring Impossible in Gelson’s Kitchen and offering an Impossible Burger at our Wine & Tapas bars. We’re excited to bring another important world-wide first-to-market product to our customers, who love trying innovative, delicious food.”

Beginning in October, shoppers can get free samples of the Impossible Burger and participate in homestyle cooking demos at select Gelson’s outlets. For details, check out Browse the growing collection of Impossible recipes -- from the classic American BBQ burger to lasagna, chili, meatloaf, dumplings and more. Home chefs can share their favorite recipes and photos by tagging #CookImpossible.

The Impossible Burger is kosher, halal and gluten-free certified, and it’s plant-based and bioengineered. A 12-ounce package of Impossible Burger will cost $8.99 at Gelson’s Markets, available in the meat cases, both fresh and frozen. Gelson’s is limiting each customer purchase to 10 packages per visit.

The Impossible Burger is delicious in all ground meat recipes, including stews, chili, sauces, braises, minces, meatballs, meat pies or any other beefy menu item. It’s easy to cook on an outdoor BBQ grill, flat top, Instant Pot, high speed oven, steamer or sauté pan. Home chefs can use the Impossible Burger in recipes from lasagna to lo mein.

The Impossible Burger has as much bioavailable iron and protein as a comparable serving of ground beef from cows. A 4-ounce serving of Impossible Burger has 0 mg cholesterol, 14 grams of total fat, 8g of saturated fat and 240 calories. (A conventional 4-ounce “80/20” patty from cows has 80 mg cholesterol, 23 grams of total fat, 9g of saturated fat and 290 calories.)