Despite a flashy debut at CES 2019 for version 2.0 of its Impossible Burger, Impossible Foods has only been able to sell its plant-based fake meat patties to restaurants and fast food joints. But the FDA has finally given its approval for a key blood-simulating ingredient that makes the Impossible Burger look, feel, and taste beef-like, and starting on September 4 the company can finally sell it directly to consumers.