Burger King plans nationwide roll out of vegan Impossible Whopper

May 03, 2019, 00:58
Burger King plans nationwide roll out of vegan Impossible Whopper

Starting April 1, 59 Burger King restaurants in and around St. Louis tested the Impossible Whopper. This decision could have significant implications for the environment and our health, as producing meat requires a lot of water and land and emits tons of fossil fuel emissions.

Burger King partnered with Impossible foods to sell a plant-based burger that looks and tastes the same as a regular Whopper.

It said: "Impossible Foods recognises the inconvenience that this shortage is causing and sincerely apologises to all customers, particularly those who have come to depend on the additional foot traffic and revenue that the Impossible Burger has generated".

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Additionally, the company noted the new burger option is not stealing sales from its core offerings.

Burger King partnered with the non-profit organization Mental Health America to increase visibility about issues surrounding mental health during May, which is Mental Health Awareness Month. Burger King's same-store earnings grew 2% as the company attempted to revive US breakfast earnings with a $5 yearly java subscription deal.

A Burger King Whopper traditionally contains flame-grilled beef, tomatoes, lettuce, mayo, ketchup, pickles and sliced white onions on a soft sesame bread. The product is created to give the customers another option if they want to eat a burger every day, but not eat beef or any kind of meat. It was created in connection with Impossible Foods, which creates plant-based meat for vegan products.

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Another point of concern is that there is no indication that Burger King is actually donating any money or percentage of proceeds from the campaign to any advocacy groups or non-profit organisations that support real people living with mental health concerns.

To purchase one of the Real Meals, just head to one of the participating locations and order a Whopper meal.

Impossible Foods, the company behind the widely popular Impossible Burger, is reportedly having trouble keeping up with burgeoning demand for its products.

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Pat Brown, CEO of Impossible Foods, is hoping that plant-based foods will replace the worldwide need for animal meat by 2035.

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