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Impossible Foods will begin selling its plant-based Impossible Burger in U.S. grocery stores next year, according to a press release from the company.  Since its debut in 2016, the plant-based “”burger that bleeds”” has only been available in restaurants.

Source: grocerydive.com

Lightbulb Moment: The Impossible Burger is gluten based, a fact that is not obvious to consumers because it has only been in restaurants.  Now that it is moving to retail and the label will reveal this fact, one of two things is likely to happen.  Either there will be a backlash against the Impossible Burger since it goes against the gluten free trend.  Or it will help diminish the gluten free trend as it stands as a positive light for gluten containing products.