• For now the burger of plant-based patties is available only at Burger Kings in Missouri, such as this one in Richmond Heights.
  • A firm called Impossible Foods makes the "Impossible Whooper" soon to appear on Burger Kings menus across the United States.

Say hello to flexitarianism

lifestyle April 06, 2019 01:00

By Agence France-Presse
New York

6,060 Viewed

Burger King's introduction of a meatless Whopper in the US is one of several corporate nods to vegans



FAST-FOOD GIANT Burger King has for decades been the undisputed Home of the Whopper – the chain’s signature sandwich featuring one of its flame-grilled, “no nonsense” 100-per-cent beef patties.

So, what happens when the Whopper doesn’t actually have any meat? 

BK is going vegan. That’s right, enter the Impossible Whopper, a meatless version of “America’s favourite burger”.

It’s made up of mostly soy and potato protein, and features coconut oil, sunflower oil and heme – an iron-rich protein that simulates the texture, colour and taste of actual meat.

Burger King has for years offered a veggie burger at its thousands of restaurants but it was not marketed as anything even remotely resembling a juicy, tender slab of meat.

So far, the Impossible Whopper is only available at several dozen restaurants in the Midwestern US city of St Louis. But chief marketing officer Fernando Machado told the New York Times that the company expects to quickly expand availability nationally if all goes well.

“I have high expectations that it’s going to be big business, not just a niche product,” Machado said.

Burger King’s partnership with startup Impossible Foods is the latest, perhaps boldest move by a power player in an industry seeking to make inroads with customers on plant-based diets.

Nestle on Tuesday announced plans to roll out “cook from raw” plant-based burgers in Europe – under the Garden Gourmet brand – and in the United States under the Sweet Earth label.

Nestle competitor Unilever in December said it had bought up Dutch brand De Vegetarische Slager (the Vegetarian Butcher) to position itself in the expanding sector.

Impossible Burgers are already on the menu at US chain restaurants White Castle and Red Robin. 

The Silicon Valley company, founded in 2011, is planning to launch its products in supermarkets later this year.

While soy burgers have existed for quite some time, several companies have taken the product up a notch by using sophisticated technology to make it taste, look and smell like meat.

Beyond Impossible Foods, other startups in the United States like Memphis Meats and Just, or Mosa Meats in the Netherlands, are working to develop meat from animal cells, not actual animals.

Nestle’s new products are made from soy and wheat proteins, with plant extracts such as beetroot, carrot and bell pepper. 

The Swiss food giant goes so far as to say its veggie burger “hardly differs from a traditional burger”. 

“They even make the sizzling sound of a regular beef burger during cooking,” it says.

In the US, Sweet Earth – the California-based subsidiary bought by Nestle 18 months ago – will sell its product as the “Awesome Burger”.

According to Nestle, consumers are looking “at different ways to enjoy and balance their protein intake and lower the environmental footprint of their diets”.

“We believe this trend is here to stay,” it says of plant-based food.

Indeed, a survey carried out by Nielsen for the Good Food Institute and published in September showed that sales of plant-based foods grew 17 per cent over the previous 12 months.

The trend is reflected in so-called “flexitarianism” – a plant-based diet with the occasional inclusion of meat – and veganism, which means the abstention from consumption of any animal products including dairy.

A vegan diet has major health benefits, reducing risks of diabetes and heart problems, but some health professionals say that vegans run the risk of not consuming enough of certain nutrients like protein and iron.