Starting this week, Burger King is introducing a meat-less version of its Whopper sandwich. According to The New York Times, the patty comes from the start-up Impossible Foods and will be offered for a trial basis at 59 locations in the St Louis area.
If all goes well, the fast food giant plans to sell the vegetarian burger throughout its 7,200 locations.
This isn't the first vegetarian burger on the fast food chain market. The company’s Impossible Burger is already available at White Castle, and a veggie burger made by Beyond Meat is already being sold in Carl’s Jr. restaurants.
The veggie burgers are a healthier alternative to meat-based products. Burger King chief marketing officer Fernando Machado claims that the Impossible Whopper has 15 percent less fat and 90 percent less cholesterol than a standard Whopper. The taste, however, is the same, said Machado.
“People on my team who know the Whopper inside and out, they try it, and they struggle to differentiate which one is which,” Machado told The New York Times.
A new version
The Impossible Whooper will cost a dollar more though. The Impossible burger recipe is based on the use of heme, derived from soybean roots.
The company introduced a new version of their burger at the Consumer Electronics Show earlier this year to much excitement. Much of the support comes from the company's goal to reduce the world’s reliance on animal agriculture.
Impossible Burgers not only forego all the ethical concerns related to meat products; they also produce a fraction of the greenhouse gases. And the company is doing well.
Impossible Foods has managed to raise more than $389 million in financing in the last eight years. As consumers keep seeking out alternatives to meat, we can guess they will continue to thrive.