One of the biggest problems for plant-based products — people don't know where to find them at the grocery store

• Impossible Foods is trying to standardize where its plant-based meats are stocked at supermarkets.
• Some stores put the products near animal meat, while others stick them in the vegetarian section.
• That's leading to confusion and keeping Impossible from reaching new customers, its CEO told Time.

Impossible Foods has a problem: Its products, like plant-based burgers and meatballs, are almost impossible to find at some grocery stores.