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NEW YORK, NY (CNN) – Burger King aims to recruit new customers and encourage existing customers to buy more often: Vegetarian wheaters.
The hamburger chain announced Monday that it was testing Impossible Whoppers products, made from herbal cakes from Impossible Foods, at 59 sites located in and around St. Louis. If all goes well, Burger King will launch the Impossible Whopper at the national level.
With the Impossible Whopper, Burger King hopes to "give someone who wants to eat a hamburger every day, but does not necessarily want to eat beef every day, permission to enter more often." the restaurants, "Chris Finazzo, president of Burger King North America, told CNN Business. It's also a way to encourage vegan and vegan consumers to visit Burger King.
The chain is trying to find a way to add an herbal burger option to its menu for about a year, Finazzo said. "Herbal burgers are a lot of interest," he said.
Going without meat provides health benefits. Impossible Whopper contains a little less calories than the original Whopper, made from beef, contains very little cholesterol and contains no trans fat.
"What [customers] do not want to give up, it's flavor, "Finazzo said.
The Impossible Whopper is supposed to have the same taste as the ordinary Burger King Whopper. Unlike veggie burgers, Impossible burger patties are designed to mimic the appearance and texture of cooked meat. The vegetable protein startup recently unveiled a new recipe, designed to look and taste even more meat. This version is used in Burger King's Impossible Whoppers.
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