Burger King Wants You To Try Its Meatless Burger: Game?

Alicia Farmer
April 6, 2019

Burger King is wading into the booming meat-free market - with a plant-based Whopper that some say tastes like the real thing. If the name sounds oddly familiar, that's because Burger King has partnered with Impossible Foods, the food company that makes plant-based substitutes, to formulate the recipe.

Launched this week, the "Impossible" burger is being trialled across 59 franchise restaurants in St Louis, in Missouri, in the US.

The new recipe differs from the other veggie burgers now on offer at the chain, in that it has been made to mimic the look, feel and taste of real meat.

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The "Impossible Whopper" patty contains 0mg of cholesterol, 12g of fat, 17 grams of protein and 0% beef, Burger King says in the commercial.

Budget-conscious customers may dislike Burger King's new burger since the price of the Impossible Burger will be about a dollar more than the regular beef version. "According to one early review by Thrillist, the Impossible Whopper is ".very one-note in its flavor and texture, lacking the depth I've seen before in those other burgers. CEO and Founder of Impossible Foods, Pat Brown, and the company's COO and CFO, David Lee, discuss all of this, and more, with Yahoo Finance's Jennifer Rogers and Myles Udland. One of Impossible's main rivals is United States brand Beyond Meat, which is planning an IPO as it seeks to go global. Brown said in an interview at Impossible's production facility in Oakland.

The Garden Gourmet Incredible Burger is a 100% plant-based burger that features natural protein from soy and wheat, and Nestlé said it delivers a similar sensory experience as a traditional burger. Impossible Whopper patties are created to mimic the look and texture of meat when cooked. It is reported that White Castle, the USA burger chain known for tiny, square sliders, now sells the Impossible Burger product in more than 370 restaurants, and the chain has reported better-than-expected sales. It's not a veggie burger, per se. Finazzo said the extra cost will "more than offset the cost" of the Impossible protein. Among their patrons are White Castle and Fatburger. The product may also hold a higher gross margin, and since it's not easy to replicate meat, the new market segment is tough for new entrants to master, he added.

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