Burger King's Meatless Whopper Debuts on April 1, Turning Doubt Into a Marketing Tactic

The fast-food giant, known for April Fools’ Day stunts like the chocolate Whopper and the in-home ordering kiosk, busts out a Whopper today that contains no actual hamburger meat.

That’s right, it’s “100 percent Whopper, 0 percent beef” and, according to the brand, nearly impossible to tell apart from the original Whopper. If you’re suspicious of the timing of this announcement, join the club. But also check out the results of a taste test that fed the new sandwiches to regular customers without telling them about the ingredients.