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No-meat Impossible Whopper debuts at Burger King

Credit: Reuters Studio
Published on April 1, 2019 - Duration: 02:22s

No-meat Impossible Whopper debuts at Burger King

Plant-based burgers may finally be getting the recognition they need to go main stream.

On Monday Burger King and Silicon Valley startup Impossible Foods announced that they are rolling out the Impossible Whopper in 59 stores in and around St.

Louis, Missouri.

Jane Lanhee Lee reports.

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No-meat Impossible Whopper debuts at Burger King

(NAT: BURGER KING PROMO VIDEO) VO: "Little did they know their Whopper Patty was actually made from plants." CUSTOMER: "Wait, plant-based, what are you talking about..." What Burger King is talking about is this -- it's starting to serve a burger that comes - not from cows - but from a lab.

On Monday the Whopper King is starting a pilot program to serve a no-meat burger at 59 stores in the St.

Louis, Missouri, area.

It’s called the Impossible Whopper and it comes from a new partnership with Silicon Valley startup Impossible Foods.

Pat Brown is the CEO.

(SOUNDBITE) (English) PAT BROWN CEO IMPOSSIBLE FOODS, SAYING: “The fact that Burger King which has so much at stake with its own brand and the Whopper brand has chosen to put the impossible burger - not just to serve the impossible burger but to serve it as the impossible whopper - to put that brand on our product I think is a huge endorsement.” Impossible Foods launched its first faux meat patty over two years ago - a genetically modified yeast creates the key ingredient called heme - which makes the patties appear to bleed and taste like real meat.

It’s not just Impossible Foods going meatless.

Rival Beyond Meat in January rolled out its plant-based burgers at the Carl’s Jr. chain.

McDonald’s has been testing soy-based burgers in Sweden.

And Nestle is planning to launch the Incredible Burger in Europe.

During a recent visit to Impossible Food’s lab south of San Francisco, the CEO told Reuters the company’s has been grilling thousands of patties on this Flame Broiler specifically used by Burger King to get the recipe just right.

(SOUNDBITE) (English) PAT BROWN CEO IMPOSSIBLE FOODS, SAYING: “We're now in well over 6000 restaurants.

If the Burger King launch is as successful as I expect it to be, and we go nationwide, that will add more than 7000 restaurants that serve the impossible burger.” The surge in plant-based meat products comes with an increased awareness about the environmental hazards of large scale meat production.

And the no-meat startups are attracting some big name investors.

It remains to be seen whether the Impossible Whopper will lure the meat lovers who also love the environment.

There’s an extra cost after all: expect to pay about a dollar more for that Impossible Whopper compared with your regular beef Whopper.

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