Burger King impossible whopper: Burger King launches vegan burger

Vegan Impossible Burgers are Launching at Burger King

The "Impossible Burger" is plant-based and will be tested out at 59 locations in and around St. Louis. If successful, the vegetarian creation could soon go nationwide.

Burger King is testing out a meatless version of its iconic Whopper burger that's made with a vegetarian patty from startup Impossible Foods.

What will it taste like: According to Burger King's chief marketing officer Fernando Machado, it's hard to tell the difference between The Impossible Burger and the regular meat Whopper, Reuters reported. The patty itself is made by Impossible Foods, purveyor of the famous "bleeding" meatless burger on more than 5,000 menus at places like Momofuku Nishi and Bareburger. The Impossible Whopper has slightly fewer calories than the original, beef-based Whopper, and is very low in cholesterol and has zero trans fats. Finally, Burger King's buns contain dairy, so vegans might steer clear of the product anyhow.

It's clear that the food landscape is shifting, that more people want to reduce their meat intake, whether for health, ethical, or environmental reasons.

Finazzo noted that there is now "a lot of interest in plant-based burgers". Beyond Meat's burger is also more expensive than most beef alternatives.

White Castle, the United States burger chain known for tiny, square sliders, now sells the Impossible Burger product in more than 370 restaurants, and the chain has reported better-than-expected sales. "Around the taste, around the brand recognition, around the price, all those things were important factors in choosing Impossible", he said. Among its blue-chip backers - Bill Gates and Google Ventures.

Impossible Foods was founded in 2011 by Pat Brown, a former Stanford University professor.

Impossible also counts Google Ventures, Khosla Ventures, Horizons Ventures and Singapore-based investment firm Temasek as investors. Carl's Jr. partnered with Beyond Meat in January 2019 to provide a plant-based "Beyond Burger" on their menu, according to the company.

The New York Timesbroke the news on Monday, April 1, leaving the Internet skeptical about its validity. McDonald's has a McVegan burger available only in Finland and Sweden.

Impossible Foods has already raised more than £300m.

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