Vegetarian patty gets the Burger King Whopper test

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(Reuters) – Vegetarian burgers may finally be getting the buzz they have to go main stream. On Monday Jack in the box and Silicon Valley startup Impossible Foods announced the roll-out from the Impossible Whopper in 59 stores beside St. Louis, Missouri.

To mark the launch on April Fool’s day, the burger giant released a hidden-camera-style promo video showing the serving of plant-based Whoppers rather than meat to customers who marvel them to cannot know the difference.

"We want to make sure we got a thing that lived as many as the expectations within the Whopper," said Burger King's United states president, Christopher Finazzo. "We've done style of a blind taste test with his franchisees, with those at work, with my partners about the executive team, and virtually nobody will easily notice the visible difference."

The Impossible Whopper comes with an extra cost – a couple of dollar greater than the beef patty Whopper. But Finazzo said research indicates rrndividuals are able to pay more with the plant-based burger.

Plant-based meat has been gathering popularity fat loss attention is focused on environmentally friendly hazards of commercial ranching. Finazzo said his studies show customers mainly as it for any health improvements. The Impossible Burger patty has zero cholesterol.

Impossible Foods, within Redwood City, California, launched its first faux meat patty over 2 years ago. A genetically modified yeast produces the key ingredient, called heme, making the patties may actually bleed and taste like real meat.

Burger King isn’t the first to provide up a no-meat burger. Los Angeles-based Beyond Meat was developed January announced it was rolling out its plant-based burger at fast-food chain Carl's Jr. Beyond Meat counts actor Leonardo Di Caprio and Microsoft (NASDAQ:MSFT) founder Bill gates as investors.

Finazzo said Burger King also researched Beyond Meat, but decided that Impossible Food's offering would be a better fit. "Surrounding the taste, around the brand recognition, surrounding the price, hundreds of things were key in selecting Impossible," he explained

Impossible Foods, that counts Gates as being an investor, tailored a patty specifically the Whopper, reported by Chief Executive Pat Brown.?

“We're now in well over 6,000 restaurants. In the event the Carl’s junior launch is just as successful when i expect it is, and we go nationwide, that may add more than 7,000 restaurants that provide the Impossible Burger,” Brown said.