Impossible Foods’ fake-meat Whopper in 7,000 Burger Kings
With ‘a product that’s unique and growing in demand’, the launch grows Impossible’s footprint, which is already in about 10,000 outlets in North America and Asia
01 August 2019 - 13:38
byLeslie Patton
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An Impossible Foods research technician pours a haem solution, the key ingredient, into a plant-based mixture for burgers in Redwood City, the US. Picture: REUTERS/JANE LANHEE LEE
Chicago — Impossible Foods, which says its recent shortages are behind it, will face its biggest test yet next week — a nationwide roll-out of its Impossible Burger in more than 7,000 Burger Kings.
The fast-food chain, which started testing the trendy plant-based patties in the St Louis area in April, is going national with its faux-meat Whopper on August 8, it said in a statement. News of the widespread launch comes just one day after Impossible Foods announced a deal with global food maker OSI Group to expand production.
The launch substantially grows the footprint of Impossible, which says it’s already on menus in about 10,000 restaurants in North America and Asia — though several chains reported intermittent shortages earlier this year.
“We have a product that’s unique and growing in demand,” said Chris Finazzo, Burger King’s president in the Americas region. “It just took a few months for the supply chain to catch up.”
Impossible Foods said in July its supply issues had been resolved, as the 6,300m2 plant in California, added more staffing and efficiency improvements. Impossible earlier this week said it would look to OSI to help make its meat-free products, too.
“They’re a really big and sophisticated vendor,” Finazzo said of OSI, which is already a Burger King supplier. “It’s going to give us and every other brand that’s interested in selling the Impossible product the possibility to do just that.”
Restaurant chains, including White Castle and Tim Hortons have been racing to add plant-based foods to their menus as health and environmental concerns mount. American diners are increasingly seeking out meat-free options, and Restaurant Brands International-owned Burger King says 90% of the people who ordered it during the trial run are meat eaters.
Although Burger King is more known for selling meaty excess, such as its 1,150-calorie Bacon King sandwich, the chain found its test runs pulled in a new kind of diner. Burger King’s soy-based Whopper will be $1 more expensive than its beef counterpart.
“It drove a tremendous amount of new guests into our restaurants,” Finazzo said. “This guest is not our typical guest: they shop at places like Trader Joe’s, Whole Foods and visit restaurants closer to Panera Bread.”
Support our award-winning journalism. The Premium package (digital only) is R30 for the first month and thereafter you pay R129 p/m now ad-free for all subscribers.
Impossible Foods’ fake-meat Whopper in 7,000 Burger Kings
With ‘a product that’s unique and growing in demand’, the launch grows Impossible’s footprint, which is already in about 10,000 outlets in North America and Asia
Chicago — Impossible Foods, which says its recent shortages are behind it, will face its biggest test yet next week — a nationwide roll-out of its Impossible Burger in more than 7,000 Burger Kings.
The fast-food chain, which started testing the trendy plant-based patties in the St Louis area in April, is going national with its faux-meat Whopper on August 8, it said in a statement. News of the widespread launch comes just one day after Impossible Foods announced a deal with global food maker OSI Group to expand production.
The launch substantially grows the footprint of Impossible, which says it’s already on menus in about 10,000 restaurants in North America and Asia — though several chains reported intermittent shortages earlier this year.
“We have a product that’s unique and growing in demand,” said Chris Finazzo, Burger King’s president in the Americas region. “It just took a few months for the supply chain to catch up.”
Impossible Foods said in July its supply issues had been resolved, as the 6,300m2 plant in California, added more staffing and efficiency improvements. Impossible earlier this week said it would look to OSI to help make its meat-free products, too.
“They’re a really big and sophisticated vendor,” Finazzo said of OSI, which is already a Burger King supplier. “It’s going to give us and every other brand that’s interested in selling the Impossible product the possibility to do just that.”
Restaurant chains, including White Castle and Tim Hortons have been racing to add plant-based foods to their menus as health and environmental concerns mount. American diners are increasingly seeking out meat-free options, and Restaurant Brands International-owned Burger King says 90% of the people who ordered it during the trial run are meat eaters.
Although Burger King is more known for selling meaty excess, such as its 1,150-calorie Bacon King sandwich, the chain found its test runs pulled in a new kind of diner. Burger King’s soy-based Whopper will be $1 more expensive than its beef counterpart.
“It drove a tremendous amount of new guests into our restaurants,” Finazzo said. “This guest is not our typical guest: they shop at places like Trader Joe’s, Whole Foods and visit restaurants closer to Panera Bread.”
With Deena Shanker
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