Impossible Burger arrives on doorsteps for the first time

You couldn't do this before get impossible burgers delivered to your door. Let's open up the box. See what's in there and see how much it costs. [MUSIC] Well, we're buying almost everything online these days, every grocery you can imagine. but food is different than buying paper towels. These have to arrive in good shape. They've got to stay cool and I would argue they've got to be somewhat palatively presentable. They can't just be like a bunch of junk thrown in an Amazon box and it all comes, Spilling out when you open the top. So let's see how I'm possible does is they are now offering their very first direct to consumer online sales. This got delivered to my door says right here it's got a bunch of dry ice in it as you can imagine. We'll talk about packaging and all of that in just a minute. So open the box here. And notice it's all IMPOSSIBLE branded. They've got some clever phrasing all around the thing so it doesn't look like your standard sort of generic delivery box. All right, greeted with some stuff that might be press only, you may not receive all of this. Here's my IMPOSSIBLE sticker. Little decal to put on my skateboard cause you know old Coolie's a big skateboarder. This is possibly press materials, possibly something they'll send to consumers. This looks pretty consumer. So I think you're gonna get this piece here which is gonna tell you kinda the song and dance about impossible. In case you're a new customer to their brand I would imagine as opposed to a repeat person who kinda knows the gospel already. Okay, now inside Here is our first layer of really cool packing material. This is going into my packing supply in the garage for all my eBay sales, some paper and voila, there it is. There's the dry ice. There's the stuff all you makers would do something interesting with but I have no particular use for it except to put it right there. down in here. Is where the box of something is. And why I say something is because I'm not entirely sure what they've sent me here. Inside of the box, lots of padding. You can send anything in this and it'll come out in good shape. So this is nice reusable stuff also. Okay. Kind of a small package for the large outer wrap, but that's the nature of perishables, right? Now Impossible is offering both patties and blocks of their, what they call, ground product., but their plant based ground meat. Let's find out what's in here. Either, or, or both. More paper and here we go. Okay, first off, I've got one to two blocks of the ground product. So that's what this looks like it comes in these sort of bricks. Each one of these is 12 ounces. So I've got 212 ounces right there. And these are frozen heart is a rock. So the packaging worked out of course, I'm going to need 24 hour thaw, to get those to be cookable. There we go, and here are the burgers. Now, we've got one, two, three, four. This is a ten pack, yeah, ten pack of the burgers here. And these are, it looks like the same diameter that they'd send to Burger King, for example. We've taken you through the plant and showed you that. They come in a shrink wrap that kind of has some branding around it but bottom line is pretty, pretty tidy. And again hard as a rock the shipping worked in terms of keeping that in a form that I feel good about in terms of definitely frozen. You heard that a form that I feel good about because I feel like it's stayed nice and cold, key thing around anything that is quote, meat. Even if it's not from a cow. [MUSIC] Okay, what is all this cost? In this case 60 bucks. Now you can't our cart these orders, there are four combinations you've got to choose one of. This one's called the combo pack. It's got 10 of the patties and two of these 12 ounce blocks. You can go as low as $50. That's the least expensive package. That's for these guys. Or all the way to $70, which I think is 20 of these. But you cannot pick and choose exactly the way you want, but I think it's okay. This kinda stuff is staples, right? You're not buying an exact meal kit that you want dialed in just so. And, by the way, the two-day shipping is built into that price. Now we've covered the nutrition, the taste, the cooking of Impossible's products already. There's nothing new to say about that. What is new is all this. Never before has an Impossible Burger brought you so much detritus, all around it, from the dry ice, to the box it comes in and all the other layers that go around it. I will say this, the package the food comes in, that it occupies, These the box around it well that's not ideal you need room for the dry ice is a little better burger to **** ratio than I've seen on some Amazon packages, that's for sure. And they do assure us that everything here is recyclable or compostable and judging by what I see, yes, although I think this plastic bag this comes in Might be your only real environmental sin. What is interesting is, you can avoid all of this by buying Impossible Burger or pork at the grocery store. And they've expanded that footprint as well. At the start of 2020, getting an Impossible Burger in a grocery store was like getting hit by lightning. Only 150 stores around the country had them. Now we're at about 3000 as of top of June and they promised 7500 or so by the end of this year, including a lot of the big names Albertsons, Vaughn's Safeway Wegmans, Fairway markets and Jewel Osco, among others. The plant based burger wars are now increasingly playing out in grocery stores as the biggest names and some of the smaller names Are all crowding in there? Part of the reason is, you can take some foods and win by having some degree of scarcity, folks will clamor to have a hard to find Bordeaux. They will not do the same for a burger. And so getting in every possible place of purchase or sampling, whether it's restaurants Grocery food service or direct to consumer is a must