Published: Wed, April 03, 2019
Money | By Arnold Ball

Burger King to Sell Plant-Based Impossible Whopper

Burger King to Sell Plant-Based Impossible Whopper

No, this is not an April Fools' Day joke. Impossible makes it possible for people to do so, without feeling like they're missing out on the taste and texture of beef, and partnering with Burger King makes it even more accessible. The product will be served for a limited time at 59 store locations in and near St. Louis, according to the company, though it didn't say how long the Impossible Whopper will be on its menu.

"Burger King represents a different scale", he said. White Castle offers the Impossible Slider, while Red Robin just introduced its Impossible Cheeseburger.

The Impossible Whopper - which will feature the same bun, cheese and condiments as a traditional Whopper - is being trialed in 60 restaurants, with a potential expansion to the other 7,100 U.S. locations later in the year if the trial goes well. "The new Impossible Burger is tastier, juicier and more nutritious - featuring 30% less sodium and 40% less saturated fat than our current recipe and just as much protein as 80/20 ground beef from cows". For starters, the veg version will cost almost a dollar more than the original Whopper, a significant increase in the price-sensitive fast-food market. As consumers keep seeking out alternatives to meat, we can guess they will continue to thrive.

Burger King customers familiar with the existing Whopper burgers will recognize the Impossible Whopper.

Not to mention advancements in plant-based proteins, like the Beyond and Impossible burgers, mean going vegan is tastier than it ever was before. The new formulation, according to the tech magazine, can better withstand the rough treatment that patties, beef or otherwise, receive in a fast-food environment. The meatless patties also "bleed" in their effort to mimic actual burgers.

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Burger King has offered a veggie burger for years.

If the new burger is a hit, Burger King plans to then introduce it to their customers nationwide. McDonald's has added a soy-based "McVegan" burger in Sweden and Finland, while Pizza Hut sells vegan pizza pies in Britain.

Now, of course, it's landed the biggest fast-food burger of all: the fabled Whopper.

Could history repeat itself?

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