The Plant-Based Craze is Here to Stay, Just Ask Burger King

Following a handful of successful pilot runs in 8 cities nationwide, Burger King debuted its Impossible Whopper® nationwide earlier this month. The Impossible Whopper® is a plant-based version of the brand’s infamous Whopper®, made in partnership with Impossible Foods, a company that develops plant-based substitutes for meat and dairy products. In contrast to Burger King’s traditional beef burgers, the Impossible Whopper is made from water, soy protein, coconut oil, and sunflower oil. The new menu item, offered at each of the brand’s 7,000~ U.S. locations, appeals to the more than half of Americans who are looking to eat less meat.

Source: Smith Collection/Gado/Getty Images)

According to Grubhub’s “2018 Year in Food” report, vegan-friendly and plant-based options spiked in popularity last year. Bean burritos were 276% more popular than last year, while red meat didn’t even make the list. In June, Grubhub’s “State of the Plate” found that orders of vegan-friendly foods increased by 25% in 2019, with orders for the Impossible Burger rising overall by 82%. The numbers don’t lie: people want plant-based options, especially if it resembles a burger.

Taking note of this trend, Burger King has become the first nationwide quick-service restaurant brand to offer the plant-based alternative to meat. Prior to the launch, the Impossible Burger could only be found at select restaurant brands across the country; the brand even offers a tracker for customers to find participating restaurants on their website. Now, a plant-based alternative to meat is readily available to anyone who lives near one of Burger King’s 7,000+ locations.

Source: KFC

The brand is not the only one to catch on to the demand for plant-based options. This Tuesday, KFC launched its plant-based Beyond Fried Chicken at one of their Atlanta locations and sold out in five hours.  The plant-based craze is here at a time when Americans are demanding more out of their food, including transparency and accessibility, and it’s not going anywhere.

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Jenna Calderara

Jenna Calderara

Jenna Calderara is the B2B Content Manager on the Marketing Team at Grubhub and LevelUp Agency. She is also a holistic nutritionist. When she’s not at work she enjoys cooking, blogging about wellness, and trying new Boston-area restaurants. Follow her on Instagram @jennacalderara or at @wellcanvas for nutrition and wellness!

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