The Impossible Whopper? Burger King throws its hat in the meatless ring

The New York Times reports that Burger King is creating a new Whopper using a vegetarian patty from California start-up Impossible Foods.

The Impossible Whopper will replace beef with a plant-based alternative looking to entice a younger industry looking for healthier options. No fear, it will not replace the original Whopper, only offer the option to consumers.

Impossible foods uses heme, an iron rich protein that gives their patties the taste of meat using soybean plants and mass producing yeast. With the combination of other vegetarian ingredients, the patty has the texture of ground beef.

Burger King’s rollout of the Impossible Whopper in their 7,200 locations will double the number of locations where Impossible burgers exist. This is not the first time Impossible Foods had their product in a restaurant, last year, White Castle sold Impossible sliders in 380 of their stores.

Fernando Machado, Burger King’s chief marketing officer, said customers and employees could not tell the difference between the meat-based Whopper and the new, meatless one.

“People on my team who know the Whopper inside and out, they try it and they struggle to differentiate which one is which,” Machado said.

Burger King is making the Impossible Whopper available at 59 St. Louis restaurants and will expand to every branch across the country.

 

 

 

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