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  • 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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