The Impossible Burger will finally hit grocery store shelves on Friday.
Starting Sept. 20, the national Impossible Burger rollout begins in Southern California. The plant-based burger will be available at 27 Gelson's locations.
The move comes after the FDA OKed Impossible Foods' use of soy leghemoglobin in August, allowing it to sell Impossible Burgers raw. The heme molecule is, among other things, what gives meat its aroma and flavor. Soy leghemoglobin is Impossible Foods' plant-based version of this molecule, replicating that aroma and flavor without the need for, you know, meat.