Burger King Expands Impossible Whopper to All 50 States as Plant-Based Trend Booms [Video]

Burger King will make good on its plant-based sandwich promise sooner than the chain initially projected. As of Aug. 8, the Impossible Whopper—with its truth-in-advertising slogan: 100% Whopper, 0% beef—will be available at 7,000-plus outlets in the U.S.

The move adds another layer of sizzle to an already smoking hot summer, as plant-based startups battle for their share of high-traffic restaurants, media coverage and consumer appetites.

Burger King’s national rollout, a first of its kind for fast food restaurants and earlier than the expected year-end coast-to-coast debut, comes on the heels of an Impossible Foods alliance with OSI Group, one of the largest food manufacturers in the world. That deal will step up production of the meatless burger, which had been in short supply during some peak demand periods this year. It’s currently selling at White Castle, Qdoba, Red Robin, Cheesecake Factory, Umami Burger and other venues.

Chris Finazzo, president …

Tags Startup Marketing, Startup Stories, Startup Story, Startups