Impossible Burger Debuts At Lidl With Low, Low (Nearly Impossible) Pricing

Starting this week, Impossible Foods’ flagship product is rolling out at Lidl’s 145 locations in the United States, as both companies continue major expansion efforts in recent years. Lidl will be the largest discount grocer to offer Impossible Foods’ products. 

The award-winning Impossible Burger is being introduced into Lidl stores this week across Delaware, Georgia, Maryland, New Jersey, New York, North Carolina, Pennsylvania, South Carolina and Virginia. Customers can find Impossible Burger in the fresh meat section of the store in convenient, versatile 12-ounce packages or in a recyclable package of two pre-formed, quarter-pound (4-oz) patties.* In line with Lidl’s commitment to affordable prices, the 12-ounce Impossible Burger will be available for $5.99, and the patty package will retail at a competitively low price of under $5.* Impossible Burger is also available through Lidl home delivery via shoplidl.com.**

The California-based startup Impossible Foods is also eyeing a major growth year. In 2020, the company expanded its grocery footprint by more than 100x, and in early 2021 lowered its suggested retail prices by 20% for grocery stores and supermarkets throughout the United States.

“We have achieved phenomenal growth in our domestic grocery store footprint in the past 12 months as we continue to meet the rapidly growing demand for our products,” said Impossible Foods’ President Dennis Woodside. “Through our relationship with Lidl we also hope to learn valuable insights about serving the European market, one that is hugely important to us and our long-term mission. We believe that delicious and sustainable plant-based meat will help Europe achieve its ambitious environmental targets by displacing demand for resource-intensive animal agriculture.”

“We are excited to launch Impossible Foods products in our stores starting this week, especially as we see the growing enthusiasm of our customers for plant-based products,” said Stefan Schwarz, Lidl US Executive Vice President of Purchasing. “Lidl’s best-in-industry pricing for Impossible Foods’ patties is also an example of our commitment to high quality products at unbelievably low prices.”

About Lidl

Lidl operates around 11,200 stores and is active in 32 countries, employing more than 310,000 employees globally. Lidl offers customers the highest quality fresh produce, meat, bakery items and a wide array of household products at unbelievably low prices. Lidl first established its U.S. headquarters in Arlington County, Virginia, in June 2015, and today sells its award-winning products in more than 140 stores across nine east coast states. For more information, visit www.Lidl.com.

About Impossible Foods:

Based in California’s Silicon Valley, Impossible Foods makes delicious, nutritious meat and dairy products from plants — with a much smaller environmental footprint than meat from animals. The privately held food tech startup was founded in 2011 by Patrick O. Brown, M.D., Ph.D., Professor Emeritus of Biochemistry at Stanford University and a former Howard Hughes Medical Institute investigator. Investors include Mirae Asset Global Investments, Khosla Ventures, Bill Gates, Google Ventures, Horizons Ventures, UBS, Viking Global Investors, Temasek, Sailing Capital, and Open Philanthropy Project.

Impossible Foods was Inc. Magazine’s company of the year and one of Time Magazine’s 50 Genius companies. The flagship product, Impossible Burger, was named top plant-based burger by the New York Times and received the Food and Beverage (FABI) Award from the National Restaurant Association.

* Prices and availability may vary by store. See store for details.

** Fees may apply.