https://www.nytimes.com/2019/04/01/technology/burger-king-impossible-whopper.htmlBehold the Beefless ‘Impossible Whopper’
Burger King is introducing a Whopper made with a vegetarian patty from the start-up Impossible Foods. The deal is a big step toward the mainstream for start-ups trying to mimic and replace meat.
By Nathaniel Popper
April 1, 2019
OAKLAND, Calif. — Would you like that Whopper with or without beef?
This week, Burger King is introducing a version of its iconic Whopper sandwich filled with a vegetarian patty from the start-up Impossible Foods.
The Impossible Whopper, as it will be known, is the biggest validation — and expansion opportunity — for a young industry that is looking to mimic and replace meat with plant-based alternatives.
Impossible Foods and its competitors in Silicon Valley have already had some mainstream success. The vegetarian burger made by Beyond Meat has been available at over a thousand Carl’s Jr. restaurants since January and the company is now moving toward an initial public offering.
White Castle has sold a slider version of the Impossible burger in its 380 or so stores since late last year.
But a national rollout at Burger King’s 7,200 locations would dwarf those previous announcements and more than double the total number of locations where Impossible’s burgers are available.
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