How big a whopper is the Impossible Whopper? Vegan or not so vegan?

The partnership between Burger King in the US and Impossible Foods, maker of plant based meat, has delivered the Impossible Whopper, being rolled out across the US this week.

Great move from Impossible Foods, whose mission is “making meat using plants, so that we never have to use animals again. That way, we can eat all the meat we want, for as long as we want. And save the best planet in the known universe.”

We like Impossible Foods and we like their mission, much as we like all plant based food businesses trying to reduce the insatiable demand for meat in the developed world.  There’s a slight problem with this though, the patty is described in BK publicity as “100% Whopper, 0% Beef” – however, the BK’s website small print mentions it is “flame-grilled in the same broiler used for beef and chicken.”  

The reality is not quite as good as the marketing suggests then, it’s a great thing to have such a high profile launch, but not so good that the actual restaurants can’t deliver on the implied marketing promise.

Full article covered by the Vegconomist – check them out if you’ve not read their great content here: