On April 1, Burger King started the vegetarian burger with a vegetable patty from Impossible Foods. The test took place in St. Louis and "went extremely well," said a spokesman for Restaurant Brands International ( QSR ) Burger King's parent company. The spokesman added that selling the Impossible Whopper complements the regular Whopper.
That's exactly what Burger King wants.
With the Impossible Whopper, Burger King focuses primarily on meat eaters who seek more balance in their diet. The new product is said to "give to someone who wants to eat a burger every day, but does not necessarily want to eat beef every day ̵
1; permission to go to restaurants more often," said Chris Finazzo, president of Burger King North America CNN Business at the meeting of the first test.
The impossible Whopper should taste exactly like the regular Whopper from Burger King. Unlike veggie burgers, Impossible burger pies are similar to the look and texture of meat when cooked. The plant protein startup has recently unveiled a new recipe that looks and tastes even more like meat. This version is used in Burger Kings Impossible Whoppers.
The company plans to expand into other markets "in the near future" before the sandwich will be available nationwide by the end of the year. Burger King had about 7,300 US locations at the end of last year.
There is a public interest in plant proteins due to concerns about animal welfare and the environmental impact of factory farming and because some consumers are interested in reducing their meat consumption for health reasons.
And the interest seems to be growing. According to market research firm MarketsandMarkets, the global market for meat substitutes is expected to grow from an estimated $ 4.6 billion in 2018 to $ 6.4 billion in 2023.
Beyond Meat, Impossible Food's main competitor, holds the potential for greater. In a SEC filing of plans for the ten-year company's 10-year initial public offering, Beyond Meat predicted that the US-based herbal meat market could reach $ 35 billion over time. Beyond Meat plans to begin trading in early May.