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Impossible Foods’ rising empire of almost-meat - Engadget
How a burger maker became a “platform.”
This April Fools' Day, Impossible Foods was behind a prank video. Customers in a St Louis branch of Burger King were surreptitiously filmed eating the restaurant's flagship Whopper. First they rhapsodized about their love for beef. Then they were told they'd just eaten a plant-based Impossible Burger.
"It's made of fucking beef right here, you see that?" one customer told the camera -- expletive bleeped out -- peeling back his sandwich to reveal the monochrome disc beneath. "That's impossible. It tasted just like a Whopper should taste," said another. Cue close-ups of flames, blackened grills and fat-spitting patties.
The minute-long video announced Impossible's biggest partnership yet: a Burger King Whopper made of plant-based meat that sells for $1 more than a regular one. The deal is a stamp of approval from fast food royalty that will eventually insert Impossible's vegan patty right into mainstream America's daily dietary choices.
How a burger maker became a “platform.”
This April Fools' Day, Impossible Foods was behind a prank video. Customers in a St Louis branch of Burger King were surreptitiously filmed eating the restaurant's flagship Whopper. First they rhapsodized about their love for beef. Then they were told they'd just eaten a plant-based Impossible Burger.
"It's made of fucking beef right here, you see that?" one customer told the camera -- expletive bleeped out -- peeling back his sandwich to reveal the monochrome disc beneath. "That's impossible. It tasted just like a Whopper should taste," said another. Cue close-ups of flames, blackened grills and fat-spitting patties.
The minute-long video announced Impossible's biggest partnership yet: a Burger King Whopper made of plant-based meat that sells for $1 more than a regular one. The deal is a stamp of approval from fast food royalty that will eventually insert Impossible's vegan patty right into mainstream America's daily dietary choices.