Presenting Burger King's New Beefless "Impossible Whopper"

Burger King veggie meal

MEAT FREE The cruelty free burger is on trial in the US

When Burger King informs the people that they just had a meatless, plant-based Whopper, the people were shocked, the commercial shows.

Burger King will charge about $1 more for the burger, according to The New York Times.

And the vegan burger made by Beyond Meat has already become available a Carl Junior restaurant's in the U.S. However, if this gets picked up by all Burger King chains in the U.S, it's set to significantly reduce overall levels of meat consumption. The meat-free Whopper is now being market tested in the St. Louis area and could be offered at your neighborhood Burger King in the not-too-distant future.

Chris Finazzo, president of Burger King North America, said the chain is hoping the burger allows "somebody who wants to eat a burger every day, but doesn't necessarily want to eat beef everyday, permission to come into the restaurants more frequently", CNN reported.

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The Impossible Whopper features a flame-grilled, plant-based patty topped with sliced tomato, lettuce, mayo, ketchup, pickles, and sliced white onions on a toasted sesame seed bun.

The announcement underscores the societal trend toward reduced meat diets and is a solid victory for meat-alternative startups.

The eerily beef-like plant-based patty was remarkably well-received by the duped customers.

The Impossible Whopper is no prank, but its sapidity certainly fooled some.

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Why? Well, for one, they couldn't tell the difference between the Impossible Whopper and the normal Whopper.

"I have high expectations that it's going to be big business, not just a niche product", Machado said.

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.

Globally, demand for plant-based protein is increasing, as people look for healthier and more environmentally-friendly meat substitutes, according to consumer surveys.

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"Our whole focus is on making products that deliver everything that meat lovers care about", Impossible Foods founder Pat Brown said in an NYT interview. The company uses heme, an iron-containing protein molecule that they say gives their burgers a taste similar to that of meat.

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