Starting April 1, 59 Burger King restaurants in and around St. Louis tested the Impossible Whopper.
Less than a month later, Burger King says the pilot project has shown "encouraging results" and that the meatless patty is ready to become a permanent menu item.
The initial test reportedly had "encouraging reports", and that sales of the vegan Whopper are "complementing traditional Whopper purchases", rather than having consumers swap the traditional burger for the plant-based one.
Burger King announced on Monday that it plans to extend testing of their vegan Impossible Whopper into additional markets across the nation. If guest reaction stays on top of the charts, the company would expand in a nationwide launch.
Burger King is taking the slogan "have it your way" to a whole new level, pulling off the seemingly impossible with a new Whopper.
Chris Finazzo, president of Burger King North America, referred to this policy as the franchise wants to 'give somebody who wants to eat a burger every day, but doesn't necessarily want to eat beef every day, permission to come into the restaurants more frequently'.
For now, we can confirm that limited-edition Real Meals will be available at select locations throughout May in the US. The California-based company is the maker of the Impossible Burger.
Frank will work closely with Burger King UK's social and digital agency, Coolr, and ad agency BBH on the integrated account.
According to a CNN Business article, the global market for meat substitutes will grow to $6.4 billion by 2023. Compared to the beef industry, the environmental footprint of plant-based foods is comparably lower. For what it is worth, Lee remains confident Impossible Foods will be able to keep up, and that is is "not sparing any expense" to meet demand.