When Burger King informs the people that they just had a meatless, plant-based Whopper, the people were shocked, the commercial shows. The chain, owned by Restaurant Brands International Inc., announced a test run for the burger in 59 restaurants in the St. Louis area. (If you don't like it, you can chalk it up to St. Louis' apparently very disturbing food culture).
This news is not an April Fools hoax, as Burger King aims to become one of the first national fast food restaurants to sell a plant-based burger, according to the company.
Burger King is officially the first quick restaurant with stores located from coast to coast that'll offer Impossible Burger.
The burger is a fully vegetarian, meat-free take on the classic Whopper.
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It will cost about $1 more than the original Whopper, according to CNN.
Impossible products are served at almost 6,000 U.S. restaurants right now, but the Burger King partnership is a "milestone" for the company, said Impossible Foods COO and CFO David Lee.
The burgers include an iron-containing molecule from the roots of soy plants called heme. The Impossible Burgers is an attempt to side step health and ethical issues involved with meat consumption, and they're already achieving that in spades. The field is growing, with new entrants like Beyond Meat, backed by Bill Gates, competing with The Vegetarian Butcher, recently acquired by Unilever.
"There's a lot of interest in plant-based burgers", he noted. Taking a burger from $4 to $5 might discourage people from trying new things. In his 1977 autobiography, "Grinding It Out: The Making of McDonald's", Ray Kroc, the man who transformed McDonald's into a fast-food behemoth, wrote, "The Big Mac resulted from our need for a larger sandwich to compete against Burger King and a variety of specialty shop concoctions".