Burger King’s Impossible Whopper Expanding Nationwide After Successful Test Run

Whopper Impossible Foods

Burger King said Thursday it will make its plant-based Impossible Whopper available nationwide starting August 8 through September 1.

The US Food and Drug Administration has ruled that soy leghemoglobin, a protein-based color additive used to make the Impossible Burger "bleed" like real meat, is safe, Reuters reports. The same day, customers using DoorDash and the Burger King app can order the "Impossible Taste Test", a $7 meal with both the original Whopper and an Impossible Whopper.

Now playing: Watch this: Burger King's Impossible Whopper: see the technology. The Impossible Whopper is supposed to taste just like Burger King's regular Whopper. The company's chief marketing officer has claimed that even Burger King's corporate staff find it indistinguishable, telling the New York Times, "People on my team who know the Whopper inside and out, they try it and they struggle to differentiate which one is which".

The fast-food chain first tested the plant-based patties in 59 St. Louis restaurants in April.

The Impossible Whopper has been performing well, Chris Finazzo, Burger King's president for the Americas, told CNN Business.

Demand for plant-based meat alternatives has surged in the last two years as companies pitch the products to consumers conscious of meat's contribution to the global climate crisis.

The chain will evaluate the Impossible Whopper's performance for roughly a few months before making a decision, Finazzo said, as it does before adding any new item.

Impossible has had so much interest that it's had trouble meeting demand. Impossible earlier this week said it would look to OSI to help make its meat-free products, too.

Reportedly, Impossible now supplies its products to restaurants only.

A number of other restaurant chains, including White Castle, Qdoba and Little Caesars, serve Impossible's product.



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