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The Impossible Coming To A Fast Food Restaurant Near You

burger

Real burger shown.

Say it isn’t so….Burger King actually serving vegetarian burgers.

Starting in 59 locations around St. Louis, Missouri, Burger King is joining forces with Silicon Valley start-up Impossible Foods to offer the Impossible Whopper, according to an article in reuters.com.

The launch was on April Fool’s day, and the burger giant, “released a hidden-camera-style promo video showing the serving of plant-based Whoppers instead of meat to customers who marvel that they cannot tell the difference,” said the reuters.com article.

The Impossible Whopper comes at a slightly higher cost but Burger King’s North America President Christopher Finazzo said research shows customers are willing to pay more for the plant-based burger.

Impossible Foods, headquartered in Redwood City, California, launched its first faux meat patty over two years ago. A genetically modified yeast creates the key ingredient called heme, which makes the meat appear to bleed and taste like real meat.

Burger King is not the first fast food restaurant to offer a vegan alternative burger. According to the reuters.com article, Los Angeles-based Beyond Meat announced it was rolling out its plant-based burger at Carl’s Jr.

Impossible Foods tailored a patty specifically for the Burger King Whopper, according to the company’s Chief Executive Pat Brown. 

“We’re now in well over 6,000 restaurants. If the Burger King launch is as successful as I expect it to be, and we go nationwide, that will add more than 7,000 restaurants that serve the Impossible Burger,” Brown said.

 

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