The Impossible Whopper is joining a growing crowd of plant-based burger offerings on fast-food menus across the country.
Burger King is betting customers will like the completely meatless "Impossible Whopper" and will expand the availability of the burger nationwide in coming weeks, according to USA Today.
Burger King plans to roll out the Impossible Whopper nationwide this year.
That's exactly what Burger King wants.
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"The Impossible Whopper test in St. Louis went exceedingly well and as a result there are plans to extend testing into additional markets in the very near future", the company said in a statement. The restaurant claims the burger tastes just like the signature Whopper, but is completely plant and protein-based. That version is being used in Burger King's Impossible Whoppers. The new product is created to "give somebody who wants to eat a burger every day, but doesn't necessarily want to eat beef everyday, permission to come into the restaurants more frequently", Chris Finazzo, president of Burger King North America, told CNN Business when discussing the initial test.
Burger King is targeting to make the Impossible Whopper available in its thousands of restaurants in the U.S.by the end of 2019, the spokeswoman said. In its place is the Impossible Burger patty, which is made form plant protein - it's the vegetarian patty that caught public attention by "bleeding" like real meat.
Impossible Burger and Burger King didn't immediately respond to a request for comment.
Globally, the meat substitutes market is forecast to grow to $6.4billion by 2023, up from an estimated $4.33billion in 2017, according to research firm MarketsandMarkets.