Plant-based meat producer Impossible Foods continues its race for market share with its main rival Beyond meat (NASDAQ: BYND) and other manufacturers of fake meats, announced Monday it has entered into a new partnership with Canadian supermarket chain Sobeys. Property of Empire Company Limited, Sobeys is the second largest grocery retailer in Canada, with approximately 1,500 outlets, of which 600 will begin offering Impossible Burger this week.
The plant-based Impossible Burger patties will be on sale both on physical store shelves at Sobeys stores and through Sobeys’ Voila grocery delivery service, according to the press release. Some of Sobeys subsidiary brands, including Safeway, Foodland, IGA and several others, will also offer meatless burgers.
Paul MacLeod, vice president of merchandising at Sobeys, said in a statement that the pact is part of Sobeys’ drive “to find innovative products to keep our assortment interesting and innovative.”
Impossible Foods and Beyond Meat are rapidly increasing their retail presence in the uncertain but currently popular market for fake meat. Beyond Meat offers several types of plant-based meat and is work on international expansion, a strategy also followed by the private company Impossible, which is also seeking to enter the dairy products market with its breakable eggs of vegetable origin and its non-curdled milk.
Impossible Foods is also getting closer to the potentially revolutionary market in mainland China. Last week, the company announced the start of sales of Impossible Beef in Singapore and Hong Kong at 200 physical supermarkets as well as online, while it is still awaiting Chinese regulatory approval for sales on the mainland.
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