“Our whole focus is on making products that deliver everything that meat lovers care about,” said Pat Brown, the chief executive. Matt Edge for The New York Times
We were waiting patiently for this day to come. Impossible has had our attention for a couple years now, but who knew when it would go really big? The time is now:
Burger King is introducing a Whopper made with a vegetarian patty from the start-up Impossible Foods. The deal is a big step toward the mainstream for start-ups trying to mimic and replace meat.
OAKLAND, Calif. — Would you like that Whopper with or without beef?
An Impossible Foods burger on the grill at the company’s headquarters in Redwood City, Calif.CreditJason Henry for The New York Times
This week, Burger King is introducing a version of its iconic Whopper sandwich filled with a vegetarian patty from the start-up 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. Continue reading →
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