With Burger King, Impossible Foods’ alternative patty is getting it’s biggest opportunity to reach mainstream consumers yet.
Having it your way at Burger King could now mean ordering a plant-based patty that bleeds. The fast-food chain with $21 billion in systemwide sales is now testing its own Impossible Whopper.
“It’s something that can be a real milestone for us as a brand. It’s definitely a milestone for Impossible Foods,” Burger King’s global chief marketing officer Fernando Machado toldBurger King has tried to add a vegetarian option to the menu for years, but the items never caught on. “They failed to capture a loyal consumer base and be scalable,” Machado says.
At Burger King's Miami headquarters, Forbes tried an original Whopper and the Impossible Whopper side-by-side. It was, in fact, hard to tell the difference, from the crispiness of the burger’s flame-grilled char to the meat-like texture inside the patty. Currently sold in more than 5,000 restaurants nationwide, Impossible says each patty produces 89% fewer emissions than a beef burger, while using 96% less land and 87% less water. The startup has raised around $500 million, according to Pitchbook, and is backed by some of tech’s top investors, from Bill Gates to GV.
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