Published: Wed, April 03, 2019
Money | By Ethel Goodwin

Burger King tricks customers into eating 'Impossible' Whopper

Burger King tricks customers into eating 'Impossible' Whopper

Other ingredients in the patty include sunflower oil and heme, a plant-based ingredient that makes the burger "taste like meat", according to the company.

Vegetarian burgers may finally be getting the recognition they need to go mainstream. The company is launching it in the chilled and frozen aisles of supermarkets across Europe, while Burger King's test run is now confined to 59 fast-food restaurants near St. Louis.

This meatless burger has "slightly fewer" calories than the original Whopper, CNN reported, and "unlike veggie burgers, Impossible burger patties are created to mimic the look and texture of meat when cooked". Nestle's announcement comes the day after Restaurant Brands International Inc's Burger King said it will start a test run of meatless burgers using patties from Impossible Foods Inc in the St. Louis area.

The chain said the burger-less burger has less calories than the original beef-based burger, it's low in cholesterol and has zero trans fat. A second shift has been added at night, as well as a special production line dedicated to Burger King orders. The Impossible Whopper represents a validation that delicious cravable meat can be made entirely out of plants. Today, plant-based living is more popular than ever due to increased awareness surrounding meat's devastating impact on health, the planet, and animal rights.

Burger King
Burger King

Ribs & Burgers recently partnered with the vegan burger made by Beyond Meat to offer a plant based alternative to Australians. The taste, however, is the same, said Machado. Any permanent partnership between Impossible Foods and Burger King would at this stage be pure speculation. Among its blue-chip backers - Bill Gates and Google Ventures.

About Impossible Foods: Impossible Foods was founded in 2011 by Pat Brown, who became a vegan soon after college, according to The New York Times. Impossible has been making inroads in Asia as well.

The company introduced a new version of their burger at the Consumer Electronics Show earlier this year to much excitement. The Impossible Burger is already available in slider form at Carl's Jr. and White Castle.

Is it commercially viable for the top fast-food chains to stock a plant-based option?

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