After a successful trial in several states, Burger King would start selling its vegetarian Whopper across the country on August 8, announced from the company. The fast-food chain also highlighted that it would be the most significant introduction for Impossible's meatless product.
Burger King first rolled out the meatless delight produced by Impossible Foods in St. Louis in April. In May, the company promised to offer the sandwich nationally later this year.
According to Chris Finazzo, Burger King's president for America's markets, the innovative product performed well during the trial. In his opinion, the meatless burger attracted new customers, even those who have avoided Burger King in recent years.
The interest in plant-based protein has significantly increased in the United States in the last couple of years. Many Americans started substituting the animal proteins with alternatives because of health or environmental reasons. According to a study by the Good Food Institute, the domestic sales of plant-based foods grew by 11% in 2018.
Burger King's new sandwich is not oriented to strict vegans or vegetarians. Its leading target group of customers includes flexitarian carnivores, the company said.
The Impossible Whopper is supposed to share a similar taste with the Burger King's landmark Whopper sandwich. Customers would be able to compare both products by making '' a taste test.'' The option to try both the original and the Impossible Whopper would be valid from August 8 through September 1 through Door Dash and the Burger King app.
Finazzo commented that Burger King had not decided yet whether to make Whopper a permanent part of its product range. For now, the fast-food chain would market it as a limited-time offer, Finazzo explained, highlighting it would be available as long as supplies last.
As for the price, added Finazzo, it would be slightly more expensive than the regular Whopper. The Impossible Whopper would cost $5.59, a dollar more than its traditional counterpart.
The interim results of the market performance of the Impossible Whopper are optimistic, Finazzo confirmed, saying that the company believes in this product category.
Dennis Woodside, the president of the plant-based company Impossible, echoed Finazzo's words expressing his gratitude to Berger King for investing in the Impossible Whopper. He also highlighted the efforts of Berger King to educate its personnel to present the product to the customers.
The Impossible Whopper would be available in 7,000 Burger King locations across the country as of August 8.
What do you think? Do you support or oppose the idea of rolling out a meatless version of the traditional Whopper burger?