Burger King Testing An ‘Impossible Whopper’ With 0% Beef

Desiree Burns
April 6, 2019

The Impossible Whopper is created to imitate the appearance and taste of beef. It may also be a gateway to introducing vegetarians and vegans to the fast food restaurant. That version is being used in Burger King's Impossible Whoppers.

Heme is a protein cultivated from soybean roots, that mimics the texture of meat so convincingly, that Burger King's chief marketing officer, Fernando Machado, told New York Times that their team members "who know the Whopper inside and out, they try it and they struggle to differentiate which one is which". The meat-free burger will be topped with mayonnaise, making it unsuitable for vegans and will cost almost one dollar more than the beef version.

However, after many authoritative news agencies confirmed the news, and the "Impossible" whopper actually made it to quite a few Burger King locations, it became clear that this was no joke. The Impossible burger has about the same amount of protein as the Whopper, 15 percent less fat, and 90 percent less cholesterol.

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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. The Swiss food giant goes so far as to say their veggie burger "hardly differs from a traditional burger". White Castle offers an Impossible slider, according to Impossible Foods. One of Impossible's main rivals is USA brand Beyond Meat, which is planning an IPO as it seeks to go global.

Both burgers are the result of collaboration between culinary chefs, alternative protein researchers and local food experts at both Garden Gourmet and Sweet Earth, the company said. The product may also hold a higher gross margin, and since it's not easy to replicate meat, the new market segment is tough for new entrants to master, he added.

Nestlé also will launch its Incredible Burger under its Garden Gourmet brand in eight European countries, including Germany and the Nordics, later this month, and is also planning to enter the U.S. market in the autumn with its Awesome Burger under its Sweet Earth brand.

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