'MURICA — Plant-based eaters, rejoice, for the Impossible Whopper is about to hit all Burger King's across the US.
According to the Associated Press, Burger King first launched the 0 percent meat burger a month ago in 59 restaurants in St. Louis, where it was very well received, and is now planning to expand to the rest of its US stores.
The Impossible Whopper is made in partnership with Impossible Foods Inc., a company that makes meals using plant-based materials instead of meat and dairy.
The meatless patty is made of heme, a protein composed of soybean roots that has a similar texture to beef.
Surprisingly, the Impossible Whopper is not really targeted towards vegan or vegetarian consumers. CNN reports that the company mainly wants to offer meat eaters the chance to have a burger every day without necessarily having to consume beef.
Burger King is not the first fast-food restaurant to tap into the plant-based market.
According to Today, back in March, McDonald's tested vegan McNuggets made with a mix of mashed potatoes, chickpeas, onions, carrots, and corn.
Vox reports that back in April, Del Taco also dabbled in plant-based cuisine when it partnered with Beyond Meat to create vegan and vegetarian meat alternatives in their menu.
There's a reason why plant-based eating is becoming more popular, and no, it's not because of Peta's crazy protests.
Consumers are becoming increasingly interested in plant-based alternatives.
According to a report by market research firm, Mintel, roughly six in 10 American consumers are interested in eating less meat, citing health concerns as their main motivation.
Burger King's 7,200 American branches will feature the Impossible Whopper by the end of the year.
According to the Associated Press, Burger King first launched the 0 percent meat burger a month ago in 59 restaurants in St. Louis, where it was very well received, and is now planning to expand to the rest of its US stores.
The Impossible Whopper is made in partnership with Impossible Foods Inc., a company that makes meals using plant-based materials instead of meat and dairy.
The meatless patty is made of heme, a protein composed of soybean roots that has a similar texture to beef.
Surprisingly, the Impossible Whopper is not really targeted towards vegan or vegetarian consumers. CNN reports that the company mainly wants to offer meat eaters the chance to have a burger every day without necessarily having to consume beef.
Burger King is not the first fast-food restaurant to tap into the plant-based market.
According to Today, back in March, McDonald's tested vegan McNuggets made with a mix of mashed potatoes, chickpeas, onions, carrots, and corn.
Vox reports that back in April, Del Taco also dabbled in plant-based cuisine when it partnered with Beyond Meat to create vegan and vegetarian meat alternatives in their menu.
There's a reason why plant-based eating is becoming more popular, and no, it's not because of Peta's crazy protests.
Consumers are becoming increasingly interested in plant-based alternatives.
According to a report by market research firm, Mintel, roughly six in 10 American consumers are interested in eating less meat, citing health concerns as their main motivation.
Burger King's 7,200 American branches will feature the Impossible Whopper by the end of the year.
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