Newer startups like Beyond Meat and Burger King's partner Impossible Foods have won over carnivores with plant-based products that look and taste like meat. The Impossible Whopper is created to imitate the appearance and taste of beef. The product will be available in the chilled and frozen aisles of supermarkets throughout Europe, while Burger King's trial run is limited to 59 fast-food restaurants in St. Louis area.
The burger is being produced by environmentally-focused manufacturer Impossible Foods, which has described the burger as the Whopper's "twin" and says it contains 17g of protein and zero cholesterol.
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.
Like Impossible Food's own products, the Impossible Whopper is made to "bleed" like a conventional burger. Nestle's plant-based Incredible Burger will be up for grabs in supermarkets across Europe under the brand-name Garden Gourmet, starting out in countries including Sweden, the Netherlands, and Germany, stated sources familiar with the development. Meanwhile, the US startup also plans on selling meatless burgers in supermarkets across the USA this year, reported sources.
"I have high expectations that it's going to be big business, not just a niche product", Burger King chief marketing officer Fernando Machado said, according to the Times.
And it's called the "Impossible Whopper." .
The vegetarian, and especially vegan, market is fast entering the mainstream.
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. Beyond Impossible Foods, other start-ups in the United States like Memphis Meats and Just, or Mosa Meats in The Netherlands, are working to develop meat from animal cells, not actual animals. American burger chain had a successful test run of Impossible's meatless burger in September previous year.
"Burger King represents a different scale", he said.
The creators said the recipe "delivers the rich, beefy taste that discerning meat lovers demand, with as much bio-available iron and high-quality protein as a comparable serving of ground beef from cows".