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The Impossible Whopper is coming to every Burger King in America next week



Interest in plant-based protein has increased since many are trying to reduce meat intake for health or environmental reasons. US retail sales of plant-based foods have grown 11% over the past year, according to a July report by the Plant Based Foods Association and the Good Food Institute, a nonprofit that supports plant-based businesses.

The Impossible Whopper has had good results, Chris King's Finazzo, Burger King's president of America, told CNN Business.

"It has driven new guests into the restaurant," he said, noting that most of these customers have either not been to a Burger King for a long time or have not visited one at all. "We are very pleased to be able to attract that customer."

For Burger King, the product is mainly a way to reach flexible predators rather than strict vegans or vegetarians. The Impossible Whopper is supposed to taste just like Burger King's regular Whopper.

A "taste test" campaign encourages customers to try both the original and the Impossible Whopper, so they can compare the two products themselves. The deal will be available from August 8 to September 1

through the DoorDash and Burger King app.

Burger King has not yet decided to make Impossible Whopper a permanent part of the menu. Instead, the chain bills it as a limited-time offer, telling customers that the meat-free Whopper will be available as long as the delivery lasts. The sandwich is priced at $ 5.59, about a dollar more than the regular Whopper.

The chain will consider Impossible Whopper's performance for a few months before making a decision, Finazzo said, as it does before adding anything new. But he noted that the brand has been "really encouraged" by the results so far. "We really believe in the category," he said.

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Barclays predicts that the alternative meat sector could reach around $ 140 billion over the next decade, capturing around 10% of the global meat industry.

Impossible President Dennis Woodside said he is "confident" in Whopper, noting that Burger King has made a "meaningful commitment" to Impossible Whopper with its marketing efforts and by training its employees to talk about the new product.

Today, the plant-based protein company serves its product in about 10,000 restaurants. Burger King has more than 7,000 American restaurants.

Lately Impossible has struggled to meet demand. A recent deal with a large meat processor will help Impossible increase capacity.
A number of other restaurant chains, including White Castle, Qdoba and Little Caesars, serve Impossible's product. Other chains, such as Dunkin & Tim Hortons, sell meat substitutes made by Impossle's main competitor, Beyond Meat.
Beyond & # 39; s sales have also been rising sharply. Revenues reached $ 67.3 million in the second quarter, up from $ 17.4 million in the same period last year, an increase of 287%.

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