Burger King Tests New Impossible Whopper At Select Locations

Burger King tests meatless ‘Impossible Whopper’	 	 	 			Burger King is testing out a meatless version of the Whopper

Burger King tests meatless ‘Impossible Whopper’ Burger King is testing out a meatless version of the Whopper

Yes, you read that right. The Impossible Whopper will also have to deal with consumer skepticism as larger companies move into the meat alternatives market.

"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.

Burger King posted a video demonstrating this sentiment showing customers eating the Whoppers with the vegan patty and their reactions to it. "Around the taste, around the brand recognition, around the price, all those things were important factors in choosing Impossible", he said. "It tasted just like a Whopper should taste".

The eerily beef-like plant-based patty was remarkably well-received by the duped customers. The plant protein startup recently revealed a new recipe, created to look and taste even more like meat. A CNET reporter sampled the Impossible patty after it was grilled on one of Burger King's flame broilers and substituted for the meat in a Whopper purchased from a bricks-and-mortar location.

Impossible products are served at almost 6,000 United States restaurants right now, but the Burger King partnership is a "milestone" for the company, said Impossible Foods COO and CFO David Lee.

This, it's worth noting, is not an April Fools' joke. McDonald's has more than triple the sales of Burger King in the United States, according to a QSR magazine chart based on 2016 sales.

This concept is not new.

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White Castle has also sold Impossible Burgers in sliders at all of their locations since the end of previous year, according to The New York Times.

Impossible Foods, based in Redwood City, California, launched its first faux meat patty over two years ago.

"Burger King represents a different scale", he said.

Impossible Foods was founded in 2011 by Pat Brown, a former Stanford University professor.

The Impossible Burger is slowly becoming more available nationwide with restaurants including White Castle, Umami Burger, Bareburger, and Wahlburgers all offering it.

Food binders are then used to keep the ingredients together, and the recipe is finalized with fats from coconut oil and soybeans.

Now, it's Burger King's turn.

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