Burger King has introduced its plant-based ‘Whopper’ burger to European customers, including Ireland.
Having seen the ads for these on buses and TV (in Spain), the Wasted Team are looking to hear your thoughts on these…
Does a meatless burger have to look like a regular burger in order to entice meat lovers out there to try them? And do they really taste like meat?
For vegetarians and vegan’s we think that tasting like a beef burger won’t necessarily win it any favours, but for meat eaters? perhaps this is what they have been looking for!
A Dutch company (recently acquired by Unilever), ‘The Vegetarian Butcher’ will supply the new soy-based ‘Rebel Whopper’ on behalf of the global fast-food chain apparently in a bid to capture veggie-food lovers.
The new burger went on sale last Tuesday in 2,400 restaurants across Ireland. ‘The Vegetarian Butcher’ makes plant-based chicken, hot dogs, sausages and even tuna. Its products are sold in over 4,000 outlets in 17 countries.
Jaap Korteweg, a ninth-generation meat farmer, became a vegetarian and founded the firm in 2007. The company employs approximately 90 people. Burger King first introduced its meatless whopper to US customers back in April. However the company had to find a different supplier for Europe because the US supplier (Impossible Foods), had genetically modified ingredients contained within it products. which are banned under EU legislation.
However reports say ‘Impossible Foods’ lodged an application last month, and is awaiting a ruling from the European Food Safety Authority.
The fast-food company operates a ‘whopping’ 17,000 locations in more than 100 countries.
Obviously they won’t be totally vegan – as the veg patty’s will be cooked on the same grills as their beef burgers. And no doubt they’ll be using egg and dairy based products for their sauces and mayo…so i guess time will tell if its going prove popular and successful…or if its just a fad!
They have a large ad campaign running across Europe, so it looks like they are spending big to promote these!
Anyone tried one yet? We’d love to hear your thoughts?
Article by Reuters. Edited by Wasted.ie