Silicon Valley Foods Silicon Valley are genetic engineers, a protein that makes the vegetarian burgers flavor as meat. The ingredient is also responsible for putting the red juice of the patty that makes it look like bleeding, just like a piece of beef.
"We wanted to make sure that we had something that matched the Whopper's expectations," said Burger King, North America, Christopher Finazzo, told Reuters. "We've done a blind taste test with our franchisors, with people in the office, with my partners on the executive team, and almost nobody can tell the difference."
The Burger Impossible is already being sold in more than 5,000 restaurants, but if Burger King takes it across the country, it would more than double its footprint. The Impossible Whopper will cost an extra dollar, but Finazzo said that research has found that customers are not thinking of paying more and as the burger based on plants for its health benefits.
Red Robin has also joined the ranks of fast-paced restaurants bringing the plant-based burger to its 570 shops. Former Burger King, the White Castle regional chain, was the only fast food restaurant to sell the Burger Impossible in nearly 400 locations, mostly in the Midwest. Carl's Launcher launched a burger based on plants made in partnership with Beyond, the leading competitor of Impossible Food.
Finazzo said the company had considered Beyond Meat's snack but chose Impossible Foods for flavor, brand recognition and price.
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