Burger King is testing 3 new Impossible burgers at 180 locations in the US
Courtesy of Burger King
- Burger King is adding even more Impossible offerings to its menu. Starting this week, it's testing Impossible versions of classic kids' menu and value menu burgers.
- The chain's test introduces the Impossible Whopper Jr., the Impossible Burger, and the Impossible Cheeseburger to 180 locations in Milwaukee, Cedar Rapids, Augusta, Cincinnati, and Buffalo.
- This marks the first time a plant-based burger will appear on the kids' menu of a national fast-food chain.
- It also illustrates the seemingly unstoppable growth of Impossible Foods, which spurred a large increase in sales for Burger King last quarter, and which rolled out its packaged product in grocery stores across the country in September.
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Burger King is bringing Impossible Burgers to the kids' menu and value menu, the company announced Monday.In August, Burger King rolled out the plant-based burger to 7,000 restaurants across the US for what became "one of the most successful product launches in brand history," said a Burger King representative in a press release. But the plant-based party is only getting started.Advertisement
After the Impossible Whopper increased Burger King's sales by 5% in the last quarter, the chain is eager to expand its plant-based offerings. Starting this week, it's testing three new Impossible-based menu items at 180 locations in Milwaukee, Cedar Rapids, Augusta, Cincinnati, and Buffalo.
These new menu items include the Impossible Whopper Jr., the Impossible Burger, and the Impossible Cheeseburger. The Impossible Whopper Jr. is a smaller version of the Impossible Whopper, while the Impossible Burger is a hamburger made with an Impossible patty and the Impossible Cheeseburger is a cheeseburger made with an Impossible patty.The Impossible Burger and Impossible Cheeseburger will be available as part of the chain's King Jr. kids' meals, marking the first time a fast-food chain will roll out a plant-based entrée on the kids' menu.
The price point of the Impossible Burger has long been criticized as inaccessible to everyday Americans, but the introduction of Impossible value menu items at Burger King will increase the accessibility of the plant-based burger.This is the another major win for Impossible Foods, which rolled out its packaged Impossible Burger grounds at grocery stores across the nation in September.In an interview with Business Insider, Impossible Foods CFO David Lee said, "We expect eventually for Impossible to become the new normal, where generations will look up at their grandmas and say 'I can't believe you used to eat meat from an animal.'"Advertisement