Burger King is now testing its own Impossible Whopper
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 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.
Impossible’s soy-and-vegetable-based burger still bleeds like the traditional beef version because of an added ingredient called heme, a molecule found in nearly all living plants and animals. Whereas Beyond Meat doesn’t use any because it is genetically engineered, Impossible’s products rely on this ingredient. Because it’s hard to source and Impossible doesn’t manufacture its own, entire supply chains are now being built to scale production of heme through contract manufacturing.
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