The restaurant chain launched the Impossible Whopper in 59 stores in St Louis earlier last month, targeting the healthy-conscious consumers in favor of meat-free products.
The Impossible Whopper is a plant-based meatless patty made by meat-free substitutes maker Impossible Foods, featuring tomatoes, lettuce, mayonnaise, pickles and sliced white onions on sesame seed bun.
Burger King trialled the Impossible Foods’ meatless patties in the US starting April 1, something it said was successful after attracting new customers.
“People on my team who know the Whopper inside and out, they try it and they struggle to differentiate which one is which,” Burger King’s Chief Marketing Officer, Fernando Machado, told the New York Times.
“I have high expectations that it’s going to be big business, not just a niche product. We see there is no compromise on taste and lots of upside on things that people seem to be looking for.”
Impossible Burger claims to deliver all the craveable depth of beef and uses far fewer resources because it’s made from plants, not animals.
The Impossible Burger is available in over 5,000 locations in the US, including Umami Burger, Bareburger, Wahlburgers, The Counter, Fatburger and Gott’s, as well as White Castle.
Demand for meat alternatives is fast growing, attributed to concerns over the health and environmental impacts of meat.
According to data from Innova Market Insights, meat substitutes accounted for 11% of new meat product launches (meat, poultry and meat substitutes) reported in Europe in 2018 (Jan-Sep), up from 9% in 2013.
Increase in plant-based sales is prompting food companies to invest in the plant-based foods and beverages.
Recently, McDonald’s Germany unveiled a vegan burger for the first time, made from soy and wheat proteins.
The Big Vegan TS is a patty-based offering served in a classic sesame bun and garnished with Lollo Bionda salad, tomato, salt cucumber and red onions to provide the meaty taste, texture and appearance.