Impossible Foods Launches in European Grocery Giant Lidl’s US Stores

Starting this week, Impossible Foods’ flagship product is rolling out at Lidl’s 145 locations across the United States. 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.

Lidl is the world’s third largest grocery chain, known for its international presence with around 11,200 stores across 32 countries, predominantly in Europe. The company established its US Headquarters in Arlington, Virginia in 2015 and currently operates 145 stores along the East Coast.

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 percent 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.”