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Are You Ready for Burger King’s Impossible Whopper?
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By: Susan Bird
April 8, 2019
Plant-based meats are now firmly entrenched in American fast food culture. And nowhere is that more evident than in the major announcement by Burger King in April 2019. We’ll soon be able to get a Whopper made with an Impossible Burger.
Yes, vegetarians and vegans, you read that correctly. Burger King just became the first major national fast food franchise to offer the in-demand Impossible Burger, according to CNBC. It’s rolling out this plant-based Whopper at 59 test locations in St. Louis.
If that goes well (and how could it not?), expect to see the Impossible Whopper show up on menus of all 7,200 Burger King restaurants nationwide.
Burger King accompanied its announcement with a video demonstrating what unsuspecting customers think of the Impossible Whopper:
“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 Chief Marketing Officer Fernando Machado told The New York Times.
Impossible Foods is producing a patty designed specifically for Burger King’s bun size. For the company, the challenge was producing the special BK patties while keeping production levels high for the regular Impossible Burger, too.
“It has been like changing the tires while driving down the freeway,” Impossible Foods CEO Pat Brown told The New York Times.
Impossible Foods is positioning itself to meet the coming demand by increasing production of the Impossible Burger from 500,000 pounds per month to more than 2 million pounds per month, according to CNBC. The company has added a second shift to keep up with orders.
The Impossible Whopper will have approximately the same protein as a regular Whopper — but with 15 percent less fat and 90 percent less cholesterol. What’s not to love?
If ordered the way BK intends to make it, the Impossible Whopper will be vegetarian. That’s because Burger King will still put its regular mayo on this sandwich. However, you can easily make it vegan: Just leave off the mayonnaise, and don’t add cheese. According to PETA, the bun at Burger King is vegan. And there’s further good news: The fries at Burger King are vegan, too.
Why isn’t the Impossible Whopper vegan? The target audience for these burgers really isn’t the committed plant-based eater. Burger King and other establishments offering the Impossible Burger, such as White Castle and Red Robin, are shooting to entice meat eaters. Statistics show even omnivores want a little less meat in their diets these days.
Burger King’s personnel aren’t the only ones raving about this burger. “If I didn’t know what I was eating, I would have no idea it was not beef,” said Eric Bohl, director of Public Affairs and Advocacy for the Missouri Farm Bureau. Bohl noted on the Missouri Farm Bureau website:
“If farmers and ranchers think we can mock and dismiss these products as a passing fad, we’re kidding ourselves. This is not just another disgusting tofu burger that only a dedicated hippie could convince himself to eat. It’s 95 percent of the way there, and the recipe is likely to only get better. Farmers and ranchers need to take notice and get ready to compete. I’ve tasted it with my own mouth, and this fake meat is ready for prime time.”
Try to compete, meat producers, but ultimately you’re going to lose. Impossible Foods is counting on it, as it’s aiming to end the need for animal agriculture by 2035.
If people can get their tried-and-true Whopper without actually having to eat meat, that’s win for everyone. Well, everyone but meat producers. Whopper lovers can inhale their beloved sandwich and have a plant-based meal at the same time. Vegans and vegetarians can get one more easy-to-find lunch option when time is short and hunger is high.
I haven’t been vegan my whole life. I once ate my fair share of Whoppers. The fact that soon I can do so again every once in a while makes me a little giddy. It’s a great time to be a vegan. One day soon, maybe it’ll be a great time to be a cow, too.
Photo credit: Getty Images
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71 comments
Vasu Murti5 minutes ago
Since the 1980s, secular corporations, responding to public pressure, have
phased out cosmetic testing on animals, etc.
Restaurants similarly respond to consumer demand. As early as 1983, I was dining with friends at a 24-hour diner after midnight. One of us ordered soup, and the waitress brought over a bowl of soup with two sets of crackers. When we asked her about that, she explained: some people are vegetarian, so one of the sets of crackers doesn't contain any lard.
McDonald's test-marketed a veggie burger in California in 2003 with a tangy barbecue sauce that was actually quite good! The "BK Veggie" has been on the menu at Burger King for nearly twenty years now.
If a dish or a meal is prepared strictly vegan, it can be enjoyed by lacto-vegetarians, lacto-ovo-vegetarians, and even meat-eaters. How many businesses automatically accommodate vegans, like accommodating nonsmokers and nondrinkers? That's the bottom line!
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Debbi Wabout an hour ago
I found a fake burger at the market years ago that wasn't bad, then it disappeared. I'm looking forward to tasting the Impossible Whopper. I don't eat much beef so this could be very good, as long as the price is fair and astronomical.
Spam scam flagged.
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Renata Kovacs2 hours ago
Thank you for sharing,,
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Marty Price3 hours ago
While I am hoping for the Impossible Burger to be a success it will be the success or failure of Burger King and not the popularity of the plant based protein. Maple Leaf Foods just announced plans to build the largest plant based protein facility in North America located in Shelbyville Ind at a cost of $310 million US and will employ 460 people when it is running at the end of 2020. Unfortunately Maple Leaf Foods will also be closing some of the older meat processing plants in Ontario resulting in 300 job losses. So this is no fad but clearly the future.
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Past Member 3 hours ago
That's groovy! I am loving Carl's Jrs. Beyond Meat Famous Star. Looking forward to trying this new "burger". I used to love the Whopper, but am happy to be vegan for 8 years now.
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Christine Stewart3 hours ago
I am happy if a good vegetarian burger will convince people to eat less meat...
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Donnie Nelson3 hours ago
Commence your Home Business right now. Hang out with your Family and Earn. Start bringing $60/hr just over a computer. Very easy way to choose your Life Happy and Earning continuously.
Begin here..........---->>>>. Net440.com
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Sue H3 hours ago
Thanks for sharing.
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Colin C4 hours ago
I am still looking for Impossible Burgers
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Beverly D4 hours ago
Still unsure of what all is in this - one thing I do know is I Will Not try it at BK. Regardless, I agree with Alea C. Thanks & God bless~
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