Californian plant-based brand Impossible Foods has launched its first two products in the retail channel in Australia and New Zealand. 

The brand launched Down Under last November, but initially supplied only foodservice channels.

The two alt-beef products launched in about 800 Woolworths stores this week are burger patties and mince. Both contain heme, an ingredient that naturally occurs in animal meat, but which Impossible creates synthetically.

“This next phase of growth for us will be driven by the millions of meat-loving home cooks across the country who are looking for delicious, nutritious and sustainable plant-based meat,” said Nick Halla, senior VP of international, Impossible Foods.

In Australia, Impossible’s Burger Patties sell for $9.50 in a twin pack and the mince for $11.25 for a 340gm pack. In New Zealand, the patties will be sold through 200 Countdown stores priced at NZ$12, with the mince yet to go on sale.