Impossible Foods is now selling plant-based meat directly to consumers as sales continue to soar. Along with rolling out its products to more grocery stores, the brand has unveiled an DTC ecommerce site to make its burgers accessible directly to customers. Prior to the pandemic, young consumers were already fueling the fake meat trend, but COVID accelerated the demand even more, especially as hygiene and health concerns grew around the meat industry. According to data from SPINS, sales of plant-based meat were up 18% last year, with the category worth more than $939 million, and at the end of May, refrigerated plant-based meat saw sales increase 63%—it now accounts for 2% of retail packaged meat sales. (Food Navigator, Food Dive)
