Economy

Burger King Is Testing an Impossible Whopper in Missouri

Burger King Is Testing an Impossible Whopper in Missouri

Burger King customers familiar with the existing Whopper burgers will recognize the Impossible Whopper.

"There's a lot of interest in plant-based burgers", he also noted, going on to explain that Burger King has been looking for a way to introduce plant-based burger option to the menu for some time now.

Meet the Impossible Whopper.

Globally, demand for plant-based protein is increasing, as people look for healthier and more environmentally-friendly meat substitutes, according to consumer surveys. If all goes well, Burger King will roll out the Impossible Whopper nationally. What's more, Impossible Foods took heat past year from People for the Ethical Treatment of Animals for the start-up's seemingly contradictory stance on animals: Impossible Foods wants to save the lives of countless livestock, but the company simultaneously tests the heme molecule - which is responsible for the "beefy" taste of the vegetarian patty - on laboratory rats.

Fernando Machado, Burger King's chief marketing officer, said to The New York Times that customers and employees had not been able to tell the difference between the meat Whopper and the plant-based one. A genetically modified yeast creates the key ingredient, called heme, which makes the patties appear to bleed and taste like real meat.

Impossible Foods has also proved popular with investors, to the tune of about $400 million in funding, according to CB Insights. Beyond Meat counts actor Leonardo DiCaprio and Microsoft founder Bill Gates as investors.

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"We're now in well over 6,000 restaurants".

The Impossible Burger is slowly becoming more available nationwide with restaurants including White Castle, Umami Burger, Bareburger, and Wahlburgers all offering it. Impossible has been making inroads in Asia as well.

White Castle, the U.S. burger chain known for tiny, square sliders, now sells the Impossible Burger product in more than 370 restaurants, and the chain has reported better-than-expected sales.

The burger chain announced on Monday that it is testing out Impossible Whoppers, made with plant-based patties from Impossible Foods, in 59 locations in and around St. Louis.

Now, of course, it's landed the biggest fast-food burger of all: the fabled Whopper.