Vegan Food Booms at Trader Joe’s with Impossible Burgers and Cheesecake Now on Shelves
The move comes as supermarkets across the US race to meet the soaring demand for vegan food options.
Credit: Impossible Foods
Trader Joe’s is increasing its range of vegan products, to meet the soaring demand for animal-free food and drink.
Among the supermarket’s latest offerings are a new Cheese-Less Cheesecake, made using coconut-milk, which is sold in packs of two for $3.99.
The industry-changing Impossible Burger - which tastes like meat but is made from plant protein - has also been added to Trader Joe’s 500-plus stores nationwide.
The burger can be found in the refrigerated and frozen section, with a 12-ounce package of beef priced at $7.99.
“We plan to expand our retail presence 50-fold in 2020 alone and to make the Impossible Burger accessible wherever Americans go grocery shopping,” Impossible Foods president Dennis Woodside said. Already, Impossible Burgers are for sale in 5,000 retail locations across the U.S., including Kroger and Wegmans.
The burger joins Trader Joe’s own brand of vegan beef and turkey flavour Plant-Based Protein Patties.
Trader Joe’s has the whole burger sorted, with vegan caesar dressing, and cheddar-style slices and mozzarella-style shreds also on its shelves.
This increase in plant-based food choices comes as US investment in plant-based meat, egg, and dairy companies jumped to an incredible $741 million in the first quarter of 2020, which is nearly as much as the whole of 2019.
Such figures are leading business analysts to report that the current pandemic is accelerating a “reshaping of the US meat market”, as led by plant-based protein.
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