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Used at top MBA programs including
Stanford Graduate School of Business
University of Chicago Booth School of Business
Wharton School of the University of Pennsylvania
Kellogg School of Management at Northwestern University
Summary
  • After receiving FDA approval, the Impossible Burger launched in grocery stores in Sep 2019 and immediately became a top seller.
  • Since debut, the Impossible Burger has become the #1 packaged product in its grocery outlets, outselling traditional ground beef both in revenue and pounds; it has attracted a record number of new customers, who on average purchased 72% more than the average.
  • The momentum behind plant-based meats has attracted response from a long list of meat producers, food brands, retail grocery, and startups, resulting in a wave of activity over the past year.
  • The game is changing rapidly and it may not be the early pioneers that win out.
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