Thanks to month-over-month production records and new economies of scale, Impossible Foods is expanding its product lineup and dropping prices.

The price cut applies to distributors and averages 15 percent on Impossible Foods’ current U.S. foodservice products.

The move comes amid increasing demand for the flagship Impossible Burger, now served at thousands of restaurants including Burger King, Red Robin, Qdoba, Cheesecake Factory and Hard Rock Cafe. Last week, Impossible Burger was named the official plant-based burger of Walt Disney World Resort, Disneyland Resort and Disney Cruise Line.

The product expansion and price reduction reflect the company’s vision to compete against ground beef from cows in every way that matters to the consumer: taste, nutrition, sustainability, convenience and affordability.

“We launched Impossible Burger at America’s top restaurants, and we still enjoy a premium reputation among the world’s best chefs and gourmets,” says Impossible Foods’ CEO Dr. Patrick O. Brown. “But our stated goal since the founding of the company has always been to drive down prices through economies of scale, reach price parity and then undercut the price of conventional ground beef from cows. Today’s price cut is just the latest step toward our goal of eliminating animals in the food system.”

The award-winning, plant-based Impossible Burger rivals ground beef from cows for taste—yet unlike ground beef from cows, the Impossible Burger requires a tiny fraction of the world’s precious resources to produce. By contrast, raising animals for meat collapses biodiversity, accelerates climate change and provokes public health crises.

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