Impossible Foods, a plant-based meat company, announced on Wednesday a deal with major meat supplier, OSI group.
To celebrate the launch, from August 8, through September 1, 2019 Burger King is encouraging fans to take advantage of the Impossible Taste Test promotion, where anyone can try both the Original Whopper and Impossible Whopper for $7 exclusively on DoorDash and the BK App.
That means that, in just one week, you'll be lining up at the drive-through for your Impossible Whopper, which is how Burger King will be serving it.
The "Impossible Whopper" is priced at $5.59 which is one dollar more than the regular Whopper.
The Impossible Burger is made from plants.
Although Burger King is more known for selling meaty excess like its 1,150-calorie Bacon King sandwich, the chain found its test runs pulled in a new kind of diner. This is a significant step for the company, which up until now has had to partner with restaurants and fast food chains in order to get more people to try the plant-based meat.
"It's driven new guests into the restaurant", says Chris Finazzo, Burger King's president for the Americas. Impossible Foods uses genetic engineering to scale up the volumes of heme for production. "The Impossible Whopper is available nationwide starting 8/8".
Further, Barclays predicts the alternative meat sector could hit $140 billion over the next ten years. "We very much believe in the category", he said. "It's going to give us and every other brand that's interested in selling the Impossible product the possibility to be able to do just that".
The plant-based protein company now serves its product in about 10,000 restaurants.
Other fast food chains such as White Castle, Qdoba and Little Caesars, also serve the Impossible Foods product while Dunkin' and Tim Hortons have opted for rival, Beyond Meat.