On Monday Burger King and Silicon Valley startup Impossible Foods announced the rollout of the Impossible Whopper in 59 stores in and around St. Louis, Missouri. To mark the launch on April Fool’s day, the burger giant released a hidden-camera-style promo video showing the serving of plant-based Whoppers
- Vegetarian burgers may finally be getting the recognition they need to go mainstream. On Monday Burger King and Silicon Valley startup Impossible Foods announced the rollout of the Impossible Whopper in 59 stores in and around St. Louis, Missouri.
The Impossible Whopper comes at an extra cost - about a dollar more than the beef patty Whopper. But Finazzo said research shows consumers are willing to pay more for the plant-based burger. Burger King is not the first to serve up a no-meat burger. Los Angeles-based Beyond Meat in early January announced it was rolling out its plant-based burger at fast-food chain Carl's Jr. Beyond Meat counts actor Leonardo DiCaprio and Microsoft founder Bill Gates as investors. It filed for an initial public offering in November.
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