Burger King launch MEATLESS 'Impossible Whopper' for vegetarians

Burger King launch MEATLESS 'Impossible Whopper' for vegetarians

Burger King launch MEATLESS 'Impossible Whopper' for vegetarians

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

Vegetarian burgers may finally be getting the recognition they need to go mainstream.

No meat will cost you a dollar more than the famed Whopper. The Impossible Whopper has slightly fewer calories than the original, beef-based Whopper, and is very low in cholesterol and has zero trans fats.

And now diehard vegans can pick up the creation blowing everyone's minds at Burger King.

Impossible Foods, based in Redwood City, California, launched its first faux meat patty over two years ago. Past year total US retail sales of plant-based meat substitutes grew more than 23 percent to exceed $760 million, according to Nielsen sales data analyzed by The Good Food Institute, a non-profit organization promoting plant-based alternatives.

"Many consumers recognize that less meat in their diet is good for them and for the planet, but plant-based meat alternatives often do not live up to their expectations", Nestle said.

The race to feed the world's growing vegetarian population is heating up as Nestle SA unveiled plans to introduce its soy-protein-based burgers across Europe and the United States this year. The unique ingredient means that the patty tastes just like meat, but isn't meat at all. The fast food giant, known for its "meaty excess", as a writer at Grist put it, has realized that it needs to get with the times and offer a more appealing vegetarian option to hungry customers.

The field is growing, with new entrants like Beyond Meat, backed by Bill Gates, competing with The Vegetarian Butcher, recently acquired by Unilever.

About Impossible Foods: Impossible Foods was founded in 2011 by Pat Brown, who became a vegan soon after college, according to The New York Times.

Impossible also counts Google Ventures, Khosla Ventures, Horizons Ventures and Singapore-based investment firm Temasek as investors. McDonald's has added a soy-based "McVegan" burger in Sweden and Finland, while Pizza Hut sells vegan pizza pies in Britain. Tyson Foods has a stake in Beyond Meat.

Interest in plant-based food is booming.

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