The groundbreaking launch of Impossible Whopper - the campaign whereby Burger King started selling its meatless Whopper across the United States - the biggest rollout for Impossible!s plant-based product.
Interest in plant-based protein has surged as many people try to reduce their meat intake for health or environmental reasons.
For Burger King, the product is mainly a way to reach flexitarian carnivores rather than strict vegans or vegetarians. The Impossible Whopper is supposed to taste just like Burger King’s regular Whopper.
A “taste test” promotion encourages customers to try both the original and Impossible Whopper, so they can compare the two products themselves. A huge step towards normalizing meatless burgers.