Which innovative retail placement strategy did Impossible Foods use when first introducing their plant-based burgers to supermarkets that broke traditional product category conventions?

Plant-based meat alternatives have transformed the food industry landscape in recent years. Beyond just product innovation, these brands have employed sophisticated marketing strategies, retail partnerships, and consumer psychology to disrupt traditional meat markets. This trivia question explores a fascinating aspect of how one leading brand positioned itself in the retail environment to maximize consumer adoption.

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They insisted on placement in dedicated vegan/vegetarian sections to target their core demographic
They placed their products in the fresh meat section alongside animal products to capture meat-eaters' attention
They created standalone branded refrigerators near checkout areas for impulse purchases
They initially sold exclusively through their mobile app with QR code pickup locations in stores