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Actor Kal Penn is an investor in the herbal burger brand Impossible Foods. (Photo by Jamie McCarthy / Getty Images) The information has been updated to reflect the correct name of the company, Impossible Foods.
Actor Kal Penn returned to White Castle this week, nearly 15 years after his role in a cult classic that has always associated his face with the fast food chain.
In the movie of 2004 Harold & Kumar go to the white castleTwo friends were on a mission to find sliders and fries. The quest for a particular burger and the influence of a buddy are once again part of the market, but this time, Penn's mission is to promote the movie Impossible Slider, based on plants.
The chain today launches the herbal burger in its 377 restaurants, after testing the product in 140 units in three markets starting in April.
Penn tasted the Impossible Burger for the first time 18 months ago, in a Bareburger in New York. The sandwich was so beef-flavored that after the first bite, he called the waiter and asked for it to be really the veggie burger that he had ordered.
C & # 39; was.
Next, Penn, a new vegetarian and so-called "vegan vegan," discovered that his friend Jake was working in Silicon Valley's company that made herbal meat and that he ended up investing in Impossible Foods.
Unlike earlier versions of veggie burgers that are often aimed at satisfying the low percentage of people who identify as vegetarian or vegan, the Impossible Burger appeals to this group as well as to the much larger segment of consumers who are starting to make more of food choices health and environmental concerns–as long as they can stay close to the foods they are used to.
"I asked Jake," Who are the competitors? And he said, "That's the cow," Penn said.
White Castle will serve impossible sliders in all its restaurants.Credit: Impossible Foods
Serendipitously, the implication of the herbal meat company came when Penn had made the decision to stop eating animal meat.
Penn's journey to vegetarianism began when the United States withdrew from the Paris Climate Agreement. The decision angered both the actor and the political activist, but his rage and disbelief led him to think about the cost of the meat production system on the planet and the important role it plays in the world. climate change.
"I thought," If I'm really angry, maybe I should start making better choices for myself, "he said.
Impossible Foods launched in 2011 with the mission to replicate the taste and texture of meat using herbal ingredients. The final product, launched five years later, is made with heme from soy plants in order to more closely mimic the smell and taste of beef.
At the White Castle, the Impossible Sliders sell for $ 1.99 each, making them affordable for the masses. This is the first quick fast food presence for herbal burgers, which caused a stir when they debuted because they imitated beef burgers so closely that many could not tell the difference.
From the start, Impossible Foods' strategy has been to market the product on a wide range of restaurant menus. Famous chef David Chang was the first to serve Imper Burger at Momofuku Nishi in 2016. Since then, the product has been distributed in more than 3,000 restaurants in the United States, Hong Kong and Macau, said Jessica Appelgren, Vice President of Communications.
"More than 50% of the beef served in the United States is ground beef, and over 50% of that is served in restaurants. The market for ground beef in restaurants was so huge, "she said. "That being said, we realized that the chefs would give our product a whole new flavor level."
The startup of Silicon Valley, which has raised funds from a large number of private investors, including Bill Gates, produces all its plant-based meat in a 86,000-square-foot plant at Oakland, California. and prepare for a third.
At full capacity, the plant will be able to produce one million pounds of impossible meat every month. And this capacity will be needed when the company prepares to roll out its products in retail stores, she added.
For Penn, whose career has sometimes oscillated between entertainment and political engagement, the partnership with Impossible Foods could be a way to marry art and activism.
"A lot of things are compartmentalized because we do not always have the ability to make conscious business decisions," he said.
Hybrid cars have benefited the planet as soon as they are released, he said, but their high price puts them out of reach of many consumers. Government incentives to encourage the development of clean technologies have finally made cars more affordable, giving environmentally conscious consumers better choices.
"I felt it was in this vein," Penn said. "I had a chance as an investor but also a fan of the product. It's a company that makes a delicious product that eliminates plant meat more equitably for the greener planet and the fact that it's in White Castle, making it affordable for many people. people.
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Actor Kal Penn is an investor in the herbal burger brand Impossible Foods. (Photo by Jamie McCarthy / Getty Images) The information has been updated to reflect the correct name of the company, Impossible Foods.
Actor Kal Penn returned to White Castle this week, nearly 15 years after his role in a cult classic that has always associated his face with the fast food chain.
In the movie of 2004 Harold & Kumar go to the white castleTwo friends were on a mission to find sliders and fries. The quest for a particular burger and the influence of a buddy are once again part of the market, but this time, Penn's mission is to promote the movie Impossible Slider, based on plants.
The chain today launches the herbal burger in its 377 restaurants, after testing the product in 140 units in three markets starting in April.
Penn tasted the Impossible Burger for the first time 18 months ago, in a Bareburger in New York. The sandwich was so beef-flavored that after the first bite, he called the waiter and asked for it to be really the veggie burger that he had ordered.
C & # 39; was.
Next, Penn, a new vegetarian and so-called "vegan vegan," discovered that his friend Jake was working in Silicon Valley's company that made herbal meat and that he ended up investing in Impossible Foods.
Unlike earlier versions of veggie burgers that are often aimed at satisfying the low percentage of people who identify as vegetarian or vegan, the Impossible Burger appeals to this group as well as to the much larger segment of consumers who are starting to make more of food choices health and environmental concerns–as long as they can stay close to the foods they are used to.
"I asked Jake," Who are the competitors? And he said, "That's the cow," Penn said.
White Castle will serve impossible sliders in all its restaurants.Credit: Impossible Foods
Serendipitously, the implication of the herbal meat company came when Penn had made the decision to stop eating animal meat.
Penn's journey to vegetarianism began when the United States withdrew from the Paris Climate Agreement. The decision angered both the actor and the political activist, but his rage and disbelief led him to think about the cost of the meat production system on the planet and the important role it plays in the world. climate change.
"I thought," If I'm really angry, maybe I should start making better choices for myself, "he said.
Impossible Foods launched in 2011 with the mission to replicate the taste and texture of meat using herbal ingredients. The final product, launched five years later, is made with heme from soy plants in order to more closely mimic the smell and taste of beef.
At the White Castle, the Impossible Sliders sell for $ 1.99 each, making them affordable for the masses. This is the first quick fast food presence for herbal burgers, which caused a stir when they debuted because they imitated beef burgers so closely that many could not tell the difference.
From the start, Impossible Foods' strategy has been to market the product on a wide range of restaurant menus. Famous chef David Chang was the first to serve Imper Burger at Momofuku Nishi in 2016. Since then, the product has been distributed in more than 3,000 restaurants in the United States, Hong Kong and Macau, said Jessica Appelgren, Vice President of Communications.
"More than 50% of the beef served in the United States is ground beef, and over 50% of that is served in restaurants. The market for ground beef in restaurants was so huge, "she said. "That being said, we realized that the chefs would give our product a whole new flavor level."
The startup of Silicon Valley, which has raised funds from a large number of private investors, including Bill Gates, produces all its plant-based meat in a 86,000-square-foot plant at Oakland, California. and prepare for a third.
At full capacity, the plant will be able to produce one million pounds of impossible meat every month. And this capacity will be needed when the company prepares to roll out its products in retail stores, she added.
For Penn, whose career has sometimes oscillated between entertainment and political engagement, the partnership with Impossible Foods could be a way to marry art and activism.
"A lot of things are compartmentalized because we do not always have the ability to make conscious business decisions," he said.
Hybrid cars have benefited the planet as soon as they are released, he said, but their high price puts them out of reach of many consumers. Government incentives to encourage the development of clean technologies have finally made cars more affordable, giving environmentally conscious consumers better choices.
"I felt it was in this vein," Penn said. "I had a chance as an investor but also a fan of the product. It's a company that makes a delicious product that eliminates plant meat more equitably for the greener planet and the fact that it's in White Castle, making it affordable for many people. people.
