Burger King tests plant-based chicken patty from Impossible Foods in Ohio

Burger King tests plant-based chicken patty from Impossible Foods in Ohio

Burger King – which is owned by Restaurant Brands International – first started testing the waters with Impossible Foods in April 2019 with a trial of the Impossible Whopper, rolling it out nationwide just four months later after encouraging results.

By October 2019, company executives said the soy-based patty – which is cooked on the same broiler as its regular beef patties – had β€œbecome one of the most successful product launches in Burger King’s history” ​that was attracting new guests and delivering β€œhighly incremental sales.”​​​

In January 2020, the Impossible Whopper was added to the chain’s two-for-$6 discount menu on a temporary basis, with execs at the fast food chain noting that the premium price point had unearthed trial, although it continued to generate β€œhealthy levels of incrementality​.”

In October 2020, Burger King said the burger β€œcontinued to perform​,” although it has not been referenced on any earnings calls since then.

However, the Impossible Whopper remains on the core menu, while Burger King has recently added two new variants: the Impossible King and the Impossible Southwest Bacon Whopper.

Asked how the Impossible Whoppers are performing, a spokesperson told us: “For strategic and competitive reasons, we’re not able to share product performance metrics for Impossible-branded menu items.”​

Impossible Burger White Castle

Impossible Foods has struck a variety of high-profile partnerships in the foodservice arena beyond its deal with Burger King, with brands including Starbucks, White Castle, Red Robin, Qdoba, and Fatburger.

It has also teamed up with NestlΓ©, which features Impossible beef in new Buitoni filled pasta products; and Denver-based Custom Made Meals, which manufactures entrees and appetizers for Kroger’s Home Chef brand, to develop plant-based protein products, although it has not provided details about the scope of the collaboration or the timing of the launch.

Image credit: Impossible Foods




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