Impossible Foods' burgers are coming to 27 Gelson's Markets stores in Southern California on Friday, Sept 20.

The 12-ounce packs will be available for $8.99; customers will be limited to 10 packs per visit.

The Redwood City, Calif., company said it would bring its plant-based burgers to grocers on the East Coast later in September.

Impossible Foods is still a step behind rival Beyond Meat (BYND) , which in June began selling its plant-based burgers in dozens of grocery stores nationwide, including Whole Foods (AMZN - Get Report) , Kroger (KR - Get Report) and Safeway.

Until tomorrow, you can buy the Impossible meatless patties only in restaurants.

Thousands of restaurants carry Impossible's food, including Burger King (QSR - Get Report) . Beyond Meat's products are also sold in restaurants nationwide, such as Carl's Jr., Subway and, in a test, at a KFC (YUM - Get Report) in Georgia.

Beyond Meat was trading Thursday up 0.7% at $155.11. 

In May Impossible Foods raised $300 million, bringing its startup-funding total past $750 million, Reuters reported.