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Source: COURTESY OF IMPOSSIBLE FOODS

Impossible Foods Is Finally Letting Customers Cook Their Own Burgers

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UPDATE Thursday, Sept. 19, 10:00 a.m. EST: After keeping the mystery all week on social media, Impossible Foods announced this morning that Impossible meat will make its grocery debut on Friday, Sept. 20 at 27 locations of Gelson’s Markets in the Los Angeles area. The shop will sell 12-oz packages of ground plant-based Impossible meat for $8.99. Customers can expect the meat to land in grocery stores in select East coast cities soon, to be announced later this month; but even better, Impossible Foods plans to make the meat available in grocery stores in every region across the U.S. by mid-2020, according to a press release the company sent Green Matters

And solving the mystery of all the grandma imagery in Impossible Foods’ social media posts teasing this launch (more on that below) is that tonight, Sept. 19, the brand is hosting a cooking show-style event with Chrissy Teigen’s mom, Vilailuck “Pepper Thai” Teigen, who has become a beloved fixture of her daughter’s Instagram posts. Additionally, on Friday, Sept. 20, LA residents can swing by Westfield Century City’s Cabana from 11 a.m. to 6 p.m. to visit “Grandma’s House,” where they can snag free samples of Impossible meat.

PREVIOUSLY: Impossible vs. Beyond: the great debate in the plant-based meat world. While both companies' vegan burger patties taste absolutely delicious — and impressively similar to their beef counterparts — Beyond Meat has long had a leg up on Impossible Foods in terms of accessibility, because the company's products have been available in grocery stores for a few years. But now, Impossible Foods is taking things to the next level by starting to stock its plant-based meat on store shelves — and customers in one lucky (and mysterious) U.S. city will be able to buy it later this week.