Consumer statistics reveal that buyers are reconsidering frozen dinners as a convenient, cost-effective choice as fresh food prices reach record highs. And they’ll discover delicious new vegan dishes this month. The reason for this is that Impossible Foods is entering the frozen meal market for the first time with a line that will start appearing in freezers at roughly 4,000 Walmart stores throughout the country this month.
Impossible Bowls, created and sold in collaboration with Golden West Food Group, come in eight varieties that are inspired by different parts of the world and each contain Impossible’s line of plant-based beef, hog, and chicken. Four Impossible Bowls—Sweet & Sour Impossible Pork Made From Plants, Teriyaki Impossible Chicken Made From Plants, Chili Mac with Impossible Pork Made From Plants, and Barbeque Impossible Pork Made From Plants—will be available at Walmart stores starting this week.
“The accessibility, convenience, and variety of Impossible Bowls unlocks an entirely new way for consumers to enjoy fast, delicious, plant-based meals that are better for them and the planet… These single-serve, frozen entrées are ready in five minutes or less—perfect for when you’re running late, in-between meetings, or just not in the mood to break out the pots and pans,” Impossible Foods stated.
Four additional meals, including Spaghetti & Impossible Meatballs Made From Plants, Pasta Bolognese with Impossible Beef & Pork Made From Plants, Burrito Bowl with Impossible Beef Made From Plants, and Spicy Enchilada Bowl with Impossible Chicken Made From Plants, will start appearing on Walmart shelves in October.
Impossible Foods will enter the frozen food market with this launch, which was estimated to be worth almost $56 billion in 2021, with the ready-meals sector accounting for the greatest market share at 40.7 percent. According to a recent study by Grand View Research, the frozen food market would expand at a compound annual growth rate of 4.7 percent between now and 2030.
Impossible at Baja Fresh
On the foodservice front, Impossible Foods is also advancing its plant-based bowl line. Fast-casual restaurant operator Baja Fresh announced this week that it has expanded its collaboration with Impossible Foods to offer a number of menu options to its ongoing menu.
For a limited period in 2021, Baja Fresh featured three menu items created using Impossible’s plant-based meat to about 80 of its stores nationwide. This week, Baja Fresh said that Impossible’s plant-based beef will remain on the permanent menu and be available to order in place of animal meat in practically all menu items due to the success of its small-scale test.
“When we added Impossible meat to our menus last year the positive feedback from our customers was overwhelming, so we are thrilled to announce it has been added to our permanent menu… We can’t wait to continue our relationship with Impossible Foods and meet the growing demand for plant-based menu options,” said April Fogle, brand leader and Baja Fresh.
The Impossible Taco Combo, which consists of three tacos filled with plant-based Impossible meat, shredded lettuce, pico de gallo, guacamole, Baja salsa, and cotija cheese and served with a side of black or pinto beans and Baja rice, is among the new permanent menu items at Baja Fresh. The Fuego Impossible Burrito, which is made with the plant-based beef, dairy-based jack cheese (made with a a base of Baja rice topped with roasted vegetables, Impossible meat, sour cream, avocado, pico de gallo, and tortilla strips.)
“Impossible meat has been a hit with Baja Fresh’s customers, and we’re excited to see it extended across the entire menu… The response has been great so far, and we think guests will be glad that Impossible is here to stay,” said Dan Greene, Senior Vice President of North America Sales at Impossible Foods.
Impossible Foods is now growing its presence on the menu of its largest fast-food partner, Burger King, in addition to securing a permanent spot on Baja Fresh’s menu. The fast food juggernaut started testing its first plant-based chicken sandwich last week at a few locations in Cincinnati, Ohio, using Impossible’s new patty.
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