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 startup 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.
White Castle has sold a slider version of the Impossible burger in its 380 or so stores since late last year.