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kottke.org posts about Impossible Foods

The Rise of the Fast Food Veggie Burger

posted by Jason Kottke   Apr 01, 2019

Joining Carl’s Jr. and White Castle, Burger King is adding a tastes-like-beef veggie burger to their menu.

This week, Burger King is introducing a version of its iconic Whopper sandwich filled with a vegetarian patty from the start-up Impossible Foods.

The Impossible Whopper, as it will be known, is the biggest validation — and expansion opportunity — for a young industry that is looking to mimic and replace meat with plant-based alternatives.

The roll-out will start in the chain’s St. Louis restaurants and then proceed nationwide if all goes well. Here’s a commercial in which hardcore BK fans can’t tell the Impossible Whopper from their beloved beef version:

As an increasingly conflicted omnivore, I would be perfectly happy if all low- to mid-end burgers were replaced by veggie clones — I don’t care that the Quarter Pounder I eat once every three months is beef…I just want it to taste like a Quarter Pounder — and then high-end burgers (the ones where you can tell the difference and you eat only rarely) were made from humanely raised beef for which consumers pay an appropriate price that accurately reflects the true-cost accounting of their production. A meat burger that costs a dollar is just being paid for in other ways by someone or something else.