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Food tech start-up Impossible Foods, which makes the the plant-based Impossible Burger, said yesterday that it is supplementing its retail strategy - which has its products in supermarket chains that include Kroger, Albertsons, H-E-B, and Wegmans - with a new direct-to-consumer website that will ship to the continuous US states " with compostable, recyclable packaging, free shipping and two-day home delivery."

KC's View:

Is it supplementing the 3,000 retail stores that carry its products?  Or setting the stage for long-term disintermediation of traditional retail?

Just asking.  Because I think we're going to see more of that in coming months, and this could be part of a larger trend.