Burger King Launches Vegetarian Whopper [VIDEO]

The New York Times reports:

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.

The Verge reports:

Despite the fact that the Impossible Whopper has 15 percent less fat and 90 percent less cholesterol than a standard Whopper, Burger King chief marketing officer Fernando Machado claims that neither customers nor employees can tell the difference.

The meat-free burger will cost customers about one dollar more than the beef version. It will still be topped with mayonnaise, making it unsuitable for vegans.

Impossible Foods developed its burger in an attempt to reduce the world’s reliance on animal agriculture. The Impossible Burger avoids the health issues and ethical concerns related to meat consumption, while producing just a fraction of the related greenhouse gases.

The launch begins today in St. Louis-area locations and is expected to roll out nationwide in the coming months.