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Today, Impossible Foods announced that its retail prices will decrease by 20 percent over the next month. The new suggested retail price (SRP) of a two-pack of Impossible Burgers will be $5.49 (down from $6.99) and the SRP for a 12-ounce package of Impossible meat will drop to $6.99 (down from $8.99). While the prices at individual stores may differ, the move is meant to make plant-based meat more competitive with beef—the average cost of which is approximately $4.80 per pound.
“While we would not and could not require grocery stores to cut prices, grocery store customers and distributors are in fact consistently passing along our economies of scale to their own customers,” Impossible Foods President Dennis Woodside said. “Impossible products are becoming increasingly affordable, and this in turn is accelerating our rapid retail growth. It’s a virtuous cycle for our customers, consumers, and the planet.”