Burger King to offer new meatless Whopper nationally
Beginning 8 August, the new vegetarian Whopper will be available at Burger Kings across the United States for a limited time. The fast food chain has been offering the meatless version of its signature sandwich at select locations since April.
The meatless burger is made by Impossible Foods, a company that produces plant-based substitutes for both meat and dairy foods. Its “Impossible Burger” has seen an increase in demand since first being introduced in July 2016.
According to CNN, “Burger King hasn’t yet decided whether to make the Impossible Whopper a permanent part of its menu. Instead, the chain is billing it as a limited-time offer, telling customers that the meatless Whopper will be available as long as supplies last. The sandwich is priced at $5.59, about a dollar more than the regular Whopper.”
With that said, the signs so far are encouraging.
“It’s driven new guests into the restaurant,”said Chris Finazzo, Burger King’s president for the Americas. “We’re really excited to be able to attract that customer.” He added: “We very much believe in the category.”
The Impossible Whopper is supposed to taste the same as the original Whopper. The restaurant will be offering a taste test promotion to allow customers to compare them.
Dennis Woodside, president of Impossible Foods, told CNN he is optimistic about the meatless Whopper’s potential for success. Impossible foods has had difficulty keeping up with demand. Its meat substitutes are currently offered by about 10,000 restaurants, including chains White Castle, Qboda and Little Caesars. Meanwhile, products from Impossible Food’s main competitor, Beyond Meat, are available in chains like Dunkin’ Donuts and Tim Horton’s.
Beyond Meat has witnessed tremendous growth over the course of 2019. It brought in revenues of $67.3 million in the second quarter, up a whopping (no pun) 287 percent from 2018.
Demand for plant-based meat alternatives continue to surge as people become more conscious of the health, environmental and ethical implications of eating animals.