Featuring a patty designed to look and taste like beef, Burger King trials a Whopper made with a vegetarian patty from the start-up Impossible Foods—and no one can tell the difference!
Burger King unveils meatless ‘Impossible Whopper’ designed to mimic taste of flagship sandwich
Fast food giant Burger King is now selling a meat-free version of its flagship Whopper containing a plant-based patty that’s designed to emulate the look and taste of beef. So far the ‘Impossible Whopper’ is available at 59 locations in the St. Louis area starting 1st April, but Burger King’s chief marketing officer, Fernando Machado, told The New York Times there are plans to offer the burger at all of its 7,200 locations nationwide if the St. Louis trial is a success.
The deal is a big step toward the mainstream for start-ups trying to mimic and replace meat
This week, Burger King introduced a version of its iconic Whopper sandwich filled with a vegetarian patty from the start-up Impossible Foods.
The ‘Impossible Whopper’, as it is known, is the biggest validation — and expansion opportunity — for a young industry that is looking to mimic and replace meat with plant-based alternatives.
Impossible Foods and some of their competitors in Silicon Valley have already had some mainstream success.—reported the New York Times yesterday.
The vegetarian burger made by Beyond Meat has been available at over a thousand Carl’s Jr. restaurants since January and the company is now moving toward an initial public offering.
White Castle has sold a slider version of the Impossible burger in its 380 or so stores since late last year.
Why it’s time to cut down on meat
The case for cutting meat consumption in developed nations has long been a compelling one from whichever perspective you look at it – human health, environmental good, animal welfare, fair distribution of planetary resources.
The two most pressing reasons for cutting back on meat today are climate change and global population growth.
The post-war years have seen an explosion in the numbers of animals intensively reared for meat and milk.
This livestock revolution, and the change in land use that has gone with it, however, now contribute nearly one-fifth of global greenhouse gas emissions.
Most people could do more for the climate by cutting meat than giving up their car and plane journeys.
CHECK OUT THE SCIENCE BEHIND THE "IMPOSSIBLE BURGER"?
The "Impossible Burger" looks, cooks, smells, sizzles and tastes like conventional ground beef but is made entirely from plants. Find out everything you need to know here.