ALL NEWS

Burger King is testing out an Impossible Whopper. This is why

Apr 1, 2019, 6:46 AM | Updated: 7:07 am
Burger King is testing out a meatless version of the Whopper....
Burger King is testing out a meatless version of the Whopper.

(CNN) — Burger King has a plan to bring in new customers and encourage existing ones to buy more often: Vegetarian Whoppers.

The burger chain announced on Monday that it is testing out Impossible Whoppers, made with plant-based patties from Impossible Foods, in 59 locations in and around St. Louis. If all goes well, Burger King will roll out the Impossible Whopper nationally.

With the Impossible Whopper, Burger King hopes to “give somebody who wants to eat a burger every day, but doesn’t necessarily want to eat beef everyday, permission to come into the restaurants more frequently,” Chris Finazzo, president of Burger King North America, told CNN Business. It’s also a way to encourage vegan and vegetarian eaters to check out Burger King.

The chain has been trying to figure out a way to add a plant-based burger option to its menu for about a year, Finazzo said.

“There’s a lot of interest in plant-based burgers,” he noted.

Going meatless provides health benefits. The Impossible Whopper has slightly fewer calories than the original, beef-based Whopper, and is very low in cholesterol and has zero trans fats.

“What [customers] don’t want to give up on is flavor,” Finazzo said.

The Impossible Whopper is supposed to taste just like Burger King’s regular Whopper. Unlike veggie burgers, Impossible burger patties are designed to mimic the look and texture of meat when cooked. The plant protein startup recently revealed a new recipe, designed to look and taste even more like meat. That version is being used in Burger King’s Impossible Whoppers.

Other fast food and fast casual items are also appealing to eaters with dietary restrictions or preferences. Taco Bell said in January that it’s testing out a vegetarian menu board in stores, and Chipotle recently expanded its line of diet-based bowls to include vegan and vegetarian options. “Lifestyle bowls” launched earlier this year with Whole30 and double protein meals in addition to the keto and paleo bowls.

Those promotions highlight items already on the menu at Taco Bell and Chipotle. The Impossible Whopper is new, and it costs more to consumers and to the restaurant. Buyers will pay about $1 more for an Impossible Whopper than a regular Whopper, Finazzo said, which will “more than offset the cost” of the Impossible protein.

Impossible products are served at nearly 6,000 US restaurants right now, but the Burger King partnership is a “milestone” for the company, said Impossible Foods COO and CFO David Lee.

“Burger King represents a different scale,” he said. Lee noted that as the company matures, it should be able to reduce costs for clients like Burger King.

“The only thing we need to be affordable and at scale versus the incumbent commodity business is time and size,” he said.

The-CNN-Wire
™ & © 2019 Cable News Network, Inc., a Time Warner Company. All rights reserved.

We want to hear from you.

Have a story idea or tip? Send it to the KSL NewsRadio team here.

Today’s Top Stories

All News

This photo taken with a drone shows portions of a Norfolk and Southern freight train that derailed ...
Hannah Sarisohn, CNN

Evacuations ordered amid fears of an explosion as an Ohio train continues burning days after derailment

Residents near the site of a train derailment that sparked a massive fire in East Palestine, Ohio, were urged to evacuate immediately Sunday night.
6 hours ago
GOSHEN, CA - JANUARY 16: Tulare County Sheriff crime unit investigates the scene where six people, ...
Cheri Mossburg, CNN

2 arrested in central California shooting that left 6 dead, including mother clutching 10-month-old son

Originally Published: 03 FEB 23 16:30 ET Updated: 05 FEB 23 22:44 ET     (CNN) — Two suspects were taken into custody, one after a shootout, in a “cartel-style” massacre last month that left six people dead in central California, including a young mother and her 10-month-old son, authorities announced Friday. The suspects, identified in charging […]
6 hours ago
A woman wearing white sitting in front of a light box...
Michelle Lee

Winter blues: light therapy and lifestyle changes can help

SALT LAKE CITY – With the chilly weather and the shorter days, many people are prone to experience the winter blues. In the latest Let’s Get Moving with Maria podcast episode, host Maria Shilaos spoke with Dr. Jason Hunziker from the Huntsman Mental Health Institute about ways people can overcome the winter blues. Seasonal depression […]
1 day ago
little cottonwood canyon pictured, avalanche risk there is high...
Devin Oldroyd

Backcountry skier dead after fatal fall in Little Cottonwood Canyon

A backcountry skier is dead after "tumbling a significant distance," according to the Unified Police Department. The incident occurred near Lisa Falls.
1 day ago
LAS VEGAS, NEVADA - APRIL 03: Grammy trophies sit in the press room during the 64th Annual GRAMMY A...
Marianne Garvey, CNN

How to watch the 2023 Grammy Awards: Time, channels and more

The biggest night in music is here with the 65th Grammy Awards on Sunday. If you want to see Harry Styles, Lizzo and more perform, here's how to tune in.
1 day ago
SLCPD cruiser...
Chandler Holt

SLCPD officer witnesses wrong-way drunk driver crash into embankment

At around 6:30 a.m. Sunday morning, an SLCPD officer witnessed a 2009 black Ford F-150 traveling at a high rate of speed in the wrong lane. 
1 day ago

Sponsored Articles

Banner with Cervical Cancer Awareness Realistic Ribbon...
Intermountain Health

Five Common Causes of Cervical Cancer – and What You Can Do to Lower Your Risk

January is National Cervical Cancer Awareness month and cancer experts at Intermountain Health are working to educate women about cervical cancer, the tests that can warn women about potential cancer, and the importance of vaccination.
Kid holding a cisco fish at winterfest...
Bear Lake Convention and Visitors Bureau

Get Ready for Fun at the 2023 Bear Lake Monster Winterfest

The Bear Lake Monster Winterfest is an annual weekend event jam-packed full of fun activities the whole family can enjoy. This year the event will be held from January 27-29 at the Utah Bear Lake State Park Marina and Sunrise Resort and Event Center in Garden City, Utah. 
happy friends with sparklers at christmas dinner...
Macey's

15 Easy Christmas Dinner Ideas

We’ve scoured the web for you and narrowed down a few of our favorite Christmas dinner ideas to make your planning easy. Choose from the dishes we’ve highlighted to plan your meal or start brainstorming your own meal plan a couple of weeks before to make sure you have time to shop and prepare.
Spicy Homemade Loaded Taters Tots...
Macey's

5 Game Day Snacks for the Whole Family (with recipes!)

Try these game day snacks to make watching football at home with your family feel like a special occasion. 
Happy joyful smiling casual satisfied woman learning and communicates in sign language online using...
Sorenson

The Best Tools for Deaf and Hard-of-Hearing Workplace Success

Here are some of the best resources to make your workplace work better for Deaf and hard-of-hearing employees.
Team supporters celebrating at a tailgate party...
Macey's

8 Delicious Tailgate Foods That Require Zero Prep Work

In a hurry? These 8 tailgate foods take zero prep work, so you can fuel up and get back to what matters most: getting hyped for your favorite
Burger King is testing out an Impossible Whopper. This is why