Fast Food giant Burger King has launched ‘Impossible Whopper’ the meat-free version of his signature Whopper that is known for its beef and mutton patty globally.
The Whopper chain has launched this vegan burger at over 59 restaurants in St Louis.
The meatless burger or the vegan burger that mostly has soy and potato protein, features coconut oil, sunflower oil and heme -- an iron-rich protein that simulates the texture, color and taste of actual meat is manufactured by California- based Impossible Foods that makes plant-based substitutes.
“We’ve done sort of a blind taste test with our franchisees, with people in the office, with my partners on the executive team, and virtually nobody can tell the difference,” said Christopher Finazzo, President- North America, Burger King to The Guardian.
There is no doubt that the Miami-based burger chain has been serving veggie burger at its restaurants globally but the new burger is being marketed as an alternative to the meat options. Burger King also mentioned that it will still put mayonnaise on the Whopper’s twin and claims the vegan patty is not for vegans alone.
Restaurants like Carl’s Jr also sells vegan burgers in selected US locations. Whereas, Impossible Burgers are also on the menu of US chain restaurants White Castle and Red Robin.
Recently, Nestle also announced plans to roll out ‘cook from raw’ plant-based burgers in Europe under the Garden Gourmet brand and in the United States under the Sweet Earth label.
In December, Unilever said it had bought up Dutch brand De Vegetarische Slager (The Vegetarian Butcher) to position itself in the expanding sector.
Also, brands like Good Dot in India are also marketing and selling their products under vegan options. The Udaipur-based company has got an alternate to KFC’s famous zinger burger.