The Impossible Burger is coming to a Burger King near you. The fast food chain is releasing a new burger with a vegetarian patty called the Impossible Whopper. The company is teaming up with the creators of Impossible Foods to bring a plant-based vegetarian option to nearly 60 Burger Kings in the St. Louis area and potentially to thousands across the country.
Burger King hopes the Impossible Whopper will quickly become the new staple for people looking to swap meat for plant-based options. To that end, Burger King is partnering with Impossible Foods to bring the vegetarian patty to a much wider audience than ever before. The vegetarian option will include the same toppings and bun as the regular Whopper and will cost about $1 more.
Impossible Foods has collaborated with other burger joints in the past. The company featured its Impossible Burger in more than one thousand Carl’s Jr. franchises. It also partnered with White Castle, which sold a slider variety of the food in a little under 400 of its establishments.
But the new deal with Burger King is much larger in scale. In fact, the fast food chain plans to release the burger in more than 7,000 restaurants across the United States. That is well over double the amount of venues that currently offer the Impossible Burger.
The head of marketing for Burger King, Fernando Machado, said that early tests confirm that people have not been able to tell the difference between the old beef Whopper and the new plant-based 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 shared.
Burger King is featuring the Impossible Whopper in 59 restaurants in St. Louis to start before expanding to other locations. If things in St. Louis go smoothly, then the company plans to release the Impossible Burger to its other restaurants. Machado believes that the new burger will be a major hit with customers and has every intention in spreading it to other locations.
The company hopes that offering the Impossible Burger in multiple venues across the U.S. will encourage people to stop eating beef and opt for a more eco-friendly diet.
Via NY Times
Image via Impossible Foods