Published: Сб, Апреля 06, 2019
Business | By Eloise Houston

Burger King Launches Whopper Made With the Impossible Burger

Burger King Launches Whopper Made With the Impossible Burger

Burger King has announced the launch of an entirely meatless Whopper burger, in an effort to attract more vegetarian and vegan customers.

"I have high expectations that it's going to be big business, not just a niche product", Fernando Machado, Burger King's chief marketing officer, told The New York Times. For years, Burger King has offered a veggie burger on the menu at its thousands of restaurants, but it was not marketed as anything even remotely resembling a juicy, tender slab of meat.

The meatless patty contains slightly fewer calories than the classic burger and is low in cholesterol, but it includes the same level of protein and iron as real meat. (And no, before you ask, this isn't an April Fools joke.) There's all the fixings you love on a Whopper: tomatoes, lettuce, mayo, pickles, and sliced white onions, sans meat.

And another one, yes, the king of not only the burger but of the surprise is at it again.

All these brands are trying to replicate the taste and texture of real meat through a combination of soya and wheat and other vegetable products. They underline Nestlé's increased focus on tasty, authentic plant-based food. The Impossible Whopper is created to imitate the appearance and taste of beef. Finazzo said the extra cost will "more than offset the cost" of the Impossible protein.

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Impossible Foods published a detailed explanation of heme extraction and creation of genetically engineered food on their website.

Impossible Foods developed its burger in hopes of reducing the world's reliance on animal agriculture. CEO and Founder of Impossible Foods, Pat Brown, and the company's COO and CFO, David Lee, discuss all of this, and more, with Yahoo Finance's Jennifer Rogers and Myles Udland.

It will be available at 59 Burger King restaurants in the St. Louis area, the Times reported, and "the company had plans to quickly expand it to every branch in the country if everything in St. Louis goes smoothly".

Impossible Foods can still sell its burger in public as FDA inconclusively stated that SLH is unsafe. The new product is also gluten-free.

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