Vegetarian burgers may finally be getting the recognition they need to go main s...
- Vegetarian burgers may finally be getting the recognition they need to go main stream. On Monday Burger King and Silicon Valley startup Impossible Foods announced the roll-out of the Impossible Whopper in 59 stores in and around St. Louis, Missouri.
“We wanted to make sure we had something that lived up to the expectations of the Whopper,” said Burger King’s North America president, Christopher Finazzo. “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.”
Plant-based meat has been gaining popularity as more attention is focused on the environmental hazards of industrial ranching. Finazzo said his research shows customers mainly like it for the health benefits. The Impossible Burger patty has zero cholesterol. Burger King is not the first to serve up a no-meat burger. Los Angeles-based Beyond Meat in early January announced it was rolling out its plant-based burger at fast-food chain Carl’s Jr. Beyond Meat counts actor Leonardo Di Caprio and Microsoft founder Bill Gates as investors.Finazzo said Burger King also researched Beyond Meat, but decided that Impossible Food’s offering was a better fit.
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