"People on my team who know the Whopper inside and out, they try it and they struggle to differentiate which one is which", Machado told The New York Times.
Vegetarian burgers may finally be getting the recognition they need to go mainstream.
Burger King's "whopper" of a contribution to the meatless fast food landscape is, at least for now, still theoretical.
Burger King is the biggest fast-food company to launch a vegetarian-friendly burger option to date, but it's far from the first. The Impossible Burgers is an attempt to side step health and ethical issues involved with meat consumption, and they're already achieving that in spades. The chain says it will still put mayonnaise on the Whopper's twin and claims the vegan patty is not for vegans alone.
Plant-based meat substitutes have been gaining popularity as more attention is focussed on the environmental hazards of industrial ranching. In fact, Burger King's plan could be the impetus that motivates the highly competitive fast-food burger industry to push for more meat alternatives at a time when beef production has raised countless alarm bells for its contributions to methane production and climate change.
Burger King is testing a Whopper featuring a meatless patty, and even though the Impossible Whopper was unveiled on April 1, it is not an April Fools' stunt. Assuming the burger is a success, the chain could debut the Impossible Whopper across the country. Unlike veggie burgers, Impossible burger patties are created to mimic the look and texture of meat when cooked. Among its blue-chip backers - Bill Gates and Google Ventures.Читайте также: Lawyer Caputova becomes 1st female president of Slovakia
Chief Executive Pat Brown indicated the Impossible Whopper could prove a mighty milestone: "We're now in well over 6,000 restaurants".
Impossible also counts Google Ventures, Khosla Ventures, Horizons Ventures and Singapore-based investment firm Temasek as investors.
Burger King, known for meaty excess in the USA, is now selling a plant-based burger.
White Castle, the USA burger chain known for tiny, square sliders, now sells the Impossible Burger product in more than 370 restaurants, and the chain has reported better-than-expected sales.При любом использовании материалов сайта и дочерних проектов, гиперссылка на обязательна.
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