Burger King’s Plant-Based ‘Impossible Whopper’ To Launch In Europe Following Huge Success Of US Trial | Totally Vegan Buzz

Burger King’s Plant-Based ‘Impossible Whopper’ To Launch In Europe Following Huge Success Of US Trial

Burger King is set to introduce its plant-based Impossible Whopper to the European market following its sensational trial in the US.

The fast food giant has announced it will first release the burger – which closely mimics the meat version – in Sweden from this Wednesday.

The news sparks hopes that Burger King will continue its vegan expansion across the rest of Europe.

Burger King’s initial trial launch of the Impossible Whopper in restaurants in St. Louis, Missouri last month were met with rave reviews and overwhelming demand, leading the company to announce plans to roll it out across the US.

Iwo Zakowski, CEO of Burger King Sweden, said in a statement: “Many guests are asking for more options to reduce their meat consumption.

“We hope that the plant-based alternative will appeal to both new and existing guests.”

The Impossible Whopper features a burger patty from plant-based meat alternative company Impossible Foods.

The patty is made primarily from wheat protein, coconut oil, potato protein and heme – giving it a meaty taste and texture.

The company has recently been valued at more than $2bn and has celebrity backing from the likes of Jay-Z, Serena Williams and Will.i.am.

Customers have reported that the Impossible Whopper ‘tastes just like meat’ , while Burger King launched a promotional campaign in which meat eaters were tricked into eating the vegan burger, and believed it was the beef option.

The burger contains 17g of protein and has zero cholesterol, and Impossible Foods says the meat alternative ‘delivers the rich, beefy taste that discerning meat lovers demand with as much bio-available iron and high-quality protein as a comparable serving of ground beef from cows’.

Tell us your thoughts on the Impossible Whopper in the comments section below.

Published by Oli Gross

Oli’s career and personal ethical values both help shape his reporting of the diverse world of veganism. His background is in local newspaper and magazine journalism, and his work has included reporting court cases, celebrity interviews, business analysis, food and drink features and government legislation.



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