Burger King is testing out an Impossible Whopper

Jeannie Matthews
April 3, 2019

Burger King is developing the meatless patty with Impossible Foods, a California-based producer of plant-based substitutes whose meatless burgers are served by chains Red Robin and White Castle, along with more than 5,000 restaurants nationwide.

No April fooling: Burger King this week introduced the Impossible Whopper.

Other ingredients in the patty include sunflower oil and heme, a plant-based ingredient that makes the burger "taste like meat", according to the company.

Impossible Foods has at least one major competitor, Beyond Meat, which sells its Beyond Burger at Carl's Jr and A&W restaurants in Canada. Burger King has technically been serving up veggie burgers for years, but they've got nothing on the Impossible Whopper.

Burger King is officially the first quick restaurant with stores located from coast to coast that'll offer Impossible Burger.

Starting today, Monday, April 1, 2019 (yes, on April Fool's Day of all days) the meatless Impossible Whopper is being flame-grilled for a limited-time at 59 exclusive Burger King locations in and around the St. Louis area.

"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 newspaper.

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"We launched the Impossible Burger in 2016, but we didn't stop there".

Impossible Foods' mission statement claims that "using animals to make meat is a prehistoric and destructive technology" and using meat-free alternatives is important for the environment.

Finazzo noted that there is now "a lot of interest in plant-based burgers".

The company's next hurdle: feed the growing demand for healthier, more environmentally friendly food.

"Our whole focus is on making products that deliver everything that meat lovers care about", Impossible Foods founder Pat Brown said in an NYT interview. Impossible Burgers, however, are created to mimic meat using the company's novel "magic" ingredient, heme, produced with a genetically modified yeast.

White Castle, the U.S. 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.

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