Congratulations Southern California Gelsons store shoppers, you’re getting Impossible Foods on your grocery shelves.

The meatless ground meat substitute will be appearing in stores across the Southern California as the first step in a phased nationwide rollout on Friday.

With the step into groceries, Impossible Foods moves into direct competition with its bigger, publicly traded rival Beyond Meat, which is already selling its patties and sausages in major stores nationwide.

Impossible Foods, which has had some supply chain hiccups as it began to increase its production in the wake of large deals with fast food chains, will be taking a phased approach to its national expansion. Expect it to begin appearing on store shelves in other parts of the country throughout the end of the

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