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Burger King will make good on its plant-based sandwich promise sooner than the chain initially projected. As of Aug. 8, the Impossible Whopper—with its truth-in-advertising slogan: 100% Whopper, 0% beef—will be available at 7,000-plus outlets in the U.S.
The move adds another layer of sizzle to an already smoking hot summer, as plant-based startups battle for their share of high-traffic restaurants, media coverage and consumer appetites.
Burger King’s national rollout, a first of its kind for fast food restaurants and earlier than the expected year-end coast-to-coast debut, comes on the heels of an Impossible Foods alliance with OSI Group, one of the largest food manufacturers in the world.
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