Meat no longer has to be murder
A journalist walks into Honest Burgers, a small chain of restaurants in Britain. Mindful of the carbon emissions that come from raising cows, he orders a plant-based burger. It tastes convincingly beefy, at least when encased in a brioche bun and loaded with vegan Gouda and chipotle “mayo”. Continue reading
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?
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