Burger King has team up with Impossible foods to create the new Whopper that’s 0% beef.
The burger chain announced on Monday that it’s going to introduce in 59 locations a new, plant based, whopper in collaboration with Impossible Foods. If all things go well, the company will launch it nationally.
The new Burger King Whopper is a healthier alternative, even having fewer calories
Chris Finazzo, president of Burger King North America said that the Impossible Whopper is meant for people who want to eat burgers every day but don’t wish to include beef in their diet daily. It may also be a gateway to introducing vegetarians and vegans to the fast food restaurant.
The Impossible Whopper has slightly fewer calories than the original, beef-based Whopper, and is very low in cholesterol and has zero trans fats.
Even if the new burger represents a healthier option, the good news is that it doesn’t compromise on taste. The Impossible Whopper is said to have the design, look, texture and even taste a regular one does.
Burger King’s chief marketing officer, Fernando Machado, said that in the company’s testing so far, customers and even employees had not been able to tell the difference between the old meaty Whopper and the new one.
More chain restaurants wish to appeal to vegetarians
Other fast food and fast casual items are also appealing to eaters with dietary restrictions or preferences. Taco Bell said in January that it’s testing out a vegetarian menu board in stores, and Chipotle (CMG) recently expanded its line of diet-based bowls to include vegan and vegetarian options. “Lifestyle bowls” launched earlier this year with Whole30 and double protein meals in addition to the keto and paleo bowls.
Nestle also has set its mind on launching the Incredible Burger in Eight European countries, including Germany and Nordics, and Awesome Buger on the US market.
Nestlé also will launch its Incredible Burger under its Garden Gourmet brand in eight European countries, including Germany and the Nordics, later this month, and is also planning to enter the US market in the autumn with its Awesome Burger under its Sweet Earth brand.
Also, Beyond Meat has based its products on pea protein and beet juice, to give its burgers a bloody look.
The collaboration is uncanny to say the least
The Impossible Whopper creates an interesting alliance between a fast-food chain that promotes its devotion to beef on every Whopper wrapper (“100% Beef With No Fillers”) and a start-up that is committed to getting people to stop eating beef.
Impossible Foods was founded in 2011 by Pat Brown, a former Stanford University professor, who became a vegan soon after college and founded his company with the explicit goal of decreasing the world’s reliance on animal agriculture. His main motivation were issues with the ethical, health and environmental costs of meat. But he said he came to believe that consumers would make a change only if they had a product that satisfied their cravings for beef
“Our whole focus is on making products that deliver everything that meat lovers care about,” Mr. Brown said in an interview at Impossible’s production facility in Oakland.