Sunday, 21 July, 2019

Burger King boosts veggie offer

An'Impossible Whopper at a Burger King restaurant in Richmond Heights Missouri An'Impossible Whopper at a Burger King restaurant in Richmond Heights Missouri
Anna Jefferson | 06 April, 2019, 17:11

"It tasted just like a Whopper should taste".

"We wanted to make sure we had something that lived up to the expectations of the Whopper", Burger King's North America President Christopher Finazzo told Reuters.

In the United States, the group will start rolling out a plant-based range dubbed "Awesome Burgers" under its Sweet Earth brand from this autumn. The burger of Beyond Meat, one major competitor of Impossible Foods, is also more expensive than most beef alternatives.

Customers will have to pay around 76p more for an "Impossible" burger than the regular Whopper to offset the higher production cost.

All these brands are trying to replicate the taste and texture of real meat through a combination of soya and wheat and other vegetable products.

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The meaty flavor of the Impossible Burger comes from a soy ingredient called leghemoglobin, which Impossible Foods says "is a protein found in plants that carries heme, an iron-containing molecule that is essential for life".

The burger chain announced on Monday that it is testing out Impossible Whoppers, made with plant-based patties from Impossible Foods, in 59 locations in and around St. Louis.

In an advertisement for the meatless burger, Burger King says you won't taste the difference.

Vegan products have also been proving a hit with non-vegans, with many people now looking to reduce their meat, dairy and egg intake for the sake of their health or the environment. The Swiss food giant goes so far as to say their veggie burger "hardly differs from a traditional burger".

The "Whopper" is the burger chain's signature sandwich. Impossible Burgers are already on the menu at U.S. chain restaurants White Castle and, as of Monday, Red Robin. The Burger King partnership is a "milestone" for the company, said Impossible Foods COO and CFO David Lee. It claims the new burger is "tastier, juicier and more nutritious - featuring 30% less sodium and 40% less saturated fat than our current recipe and just as much protein as 80/20 ground beef from cows".

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