No fooling, Burger King is selling a meatless Whopper

Red Robin Will Serve The Impossible Burger At All Locations Starting April 1st

But rather than its own bespoke patty - which is what McDonald's has been selling in Sweden - Burger King is using the Impossible Burger.

Meanwhile, Nestle is also looking to take a bite of the fast-growing vegan foods market with a range of plant-based burgers, saying its recipes could compete for taste with traditional beef patties. "The people you will see here are real people, and these are their real reactions".

The signature sandwich-upgraded early this year-also promises direct health benefits like additional protein, less total fat, zero cholesterol, and fewer calories than a similar-sized meat burger. The product will be served for a limited time at 59 store locations in and near St. Louis, according to the company, though it didn't say how long the Impossible Whopper will be on its menu.

Burger King will run the video online, with paid media support in St. Louis.

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"There's a lot of interest in plant-based burgers", he said, according to CNN.

"It's definitely a milestone for Impossible Foods", Fernando Machado, Burger King's global chief marketing officer, said, adding that 90 percent of those who try the new product can not differentiate it from a regular Whopper.

Impossible Foods has at least one major competitor, Beyond Meat, which sells its Beyond Burger at Carl's Jr and A&W restaurants in Canada.

The Impossible Whopper is no prank, but its sapidity certainly fooled some.

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"We wanted to make sure we had something that lived up to the expectations of the Whopper", said Chris Finazzo, Burger King North America's president.

"That's impossible", one person said. 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.

In a 2017 video from Impossible Foods, the start-up shows how the "Impossible" patty is made. Heme is most prominent in animal muscle, but Impossible derives it from plants.

Not to mention advancements in plant-based proteins, like the Beyond and Impossible burgers, mean going vegan is tastier than it ever was before. It already offers veggie patties made by Kellogg's MorningStar Farms.

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