Burger King is testing out Whoppers without beef. Wait, what?


The company aims to give people the taste and nutritional benefits of meat without the negative health and environmental impacts associated with livestock products.

The Impossible Whopper is supposed to taste just like Burger King's regular Whopper.

"We conducted an experiment to evaluate how well Whopper fans know their beloved Whopper", Burger King wrote. It is reported that White Castle, the USA 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.

And it's called the "Impossible Whopper." .

The tie-up is just one of several developments that indicate the plant-based burger market is starting to take off in earnest, reflecting an increasing interest in meat-free lifestyles among consumers. Reportedly, Nestle's decision follows Restaurant Brands International Inc.'s Burger King's announcement to kick-off a test run of meat-free burgers using patties from Impossible Foods Inc. within the St. Louis area, cited credible sources.

The "Impossible Whopper" patty contains 0mg of cholesterol, 12g of fat, 17 grams of protein and 0% beef, Burger King says in the commercial. Made up of mostly soy and potato protein, and featuring coconut oil, sunflower oil, and heme―an iron-rich protein that simulates the texture, color and taste of actual meat. It's not a veggie burger, per se.

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Fernando Machado, Burger King's chief marketing officer, said more customers are looking to consume less meat especially beef.

"That's impossible", one person said. Impossible Burgers are already on the menu at USA chain restaurants White Castle and, as of Monday, Red Robin.

Both burgers are the result of collaboration between culinary chefs, alternative protein researchers and local food experts at both Garden Gourmet and Sweet Earth, the company said.

Impossible Foods launched a new version of their signature burger, the Impossible Burger 2.0, last January.

The new beefless burger might become a good alternative for traditional meat options and, if adopted massively, can even decrease the level of beef production in the country, which will undoubtedly please all the animal supporters.