Giant fast food Burger King this week launches a hamburger with a cutlet of artificial "meat" from Impossible Foods in 59 outlets in St. Louis, Missouri, eventually planning to cover the whole of America.
As representatives of Burger King say, the new Impossible Whopper will not differ from the usual meat Burger in appearance, which is served together with tomatoes, lettuce, mayonnaise, pickles and sliced white onions on a bun with sesame seeds. According to the new York times, the franchise allows you to make changes and replace the usual mayonnaise with another sauce, if required.
The Burger will be made according to the standard recipe of Impossible Foods, differing only in shape to mimic the Burger King beef burgers.
According to a video shot by Burger King and published on March 31, the network conducted a test. "We conducted an experiment to assess how well whopper fans know their favorite Burger, — the report said. — The people you see here are real people, and that's their real reaction."
A few customers said they didn't feel the difference. In addition, even the staff tried to identify the two hamburgers.
"People on my team who know Whopper inside and out are trying it out and trying to figure out where which one is," Burger King's chief marketing officer Fernando Machado told the New York Times.
On the photo: on the left — a new hamburger Impossible Whopper , on the right — the usual, indistinguishable visually and taste.
The appearance in the range of Burger King product from Impossible Foods suggests that an alternative ethical "meat" confidently conquers the market.
The founder of Impossible Foods Patrick brown — vegetarian since 1970, and vegan since 2004 — hopes, soon the people will abandon the products of murders that will contribute to the reduction of greenhouse gas emissions, reduce consumption of fresh water, the release of animals and huge areas of agricultural land.
Therefore, the goal of Impossible Foods was the invention of such a "meat" that would sizzle in the pan, smell and bleed just like a natural cutlet of marbled beef.
Brown in the beginning chose as a reference is ground beef for two reasons. First, it accounts for 60% of the meat consumed. Secondly, cows, according to environmentalists, harm the environment more than any other farm animals. Among investors Impossible Foods — the founder of Microsoft bill gates, one of the richest businessmen in Asia, Whether Kashin and venture capital funds in Silicon valley.
In 2015, Google offered $300 million for Impossible Foods, but brown decided to remain a co-owner of the business. In March 2017, it launched the first large-scale production of Impossible Foods, which is capable of producing up to 500,000 kg of finished products per month.