Beyond Meat’s plant-based products have expanded through various restaurants and grocery chains, but now fans of its product can order directly. Its competitor Impossible Foods launched direct-to-consumer sales back in June, as both companies pitch their faux-meat to customers who may be avoiding those same restaurants and grocery stores as much as possible.

Their offerings are fairly similar, with several “family size” bundles that start around $50 — enough to defray the cost of free two-day shipping in the continental US and likely high enough that they don’t directly compete with local grocery stores.

Currently, consumers can only purchase Impossible Foods’ fake meat at the many restaurants it has partnerships with — including Burger King, Qdoba and Claim Jumper. Bringing Impossible Burgers to supermarket aisles will be sure to increase its mainstream relevance and expose it to a wide market. It also ensures that Impossible Foods keeps up with its competitor Beyond Meat, which already sells its products in grocery stores. High demand this summer even lead to Beyond Meat’s product being out of stock at select Whole Foods store. Impossible Foods faced shortages of its own this year, and has since doubled employment at its Oakland facility and teamed up with a food production company, OSI Group, to increase supplies.

Demand for meat alternatives will likely only rise as Americans grow more health-conscious. While selling fake meat in restaurants has proved successful, it’s still seen as a special occasion or niche dish — rather than something to be consumed on the regular. Now with the two major fake meat brands readily available in the frozen foods aisle, its plant-based products can compete against industry stalwarts like Tyson and Morningstar Farms — not to mention each other.

The creation also touts a simpler ingredient list and OK Kosher certification. You will have to spend more time cooking them, though, at four minutes per side.

You should see the next-gen Beyond Burger in meat aisles within the next two to three weeks, and you can recognize it by the red tab at the top (see above). It’s too soon to say if this will steal some of Impossible’s recent thunder, but Beyond certainly needs it. Grocery sales make up about half of the company’s business. While it has crucial deals with restaurants like A&W and Carl’s Jr, its success still relies heavily on people seeking veggie alternatives to their backyard barbecues.