In the spirit of the season, the company even pranked a bunch of beef devotees with their new burger, which you can watch above.
The Impossible Burger is slowly becoming more available nationwide with restaurants including White Castle, Umami Burger, Bareburger, and Wahlburgers all offering it. The debut will include 59 locations in and around St. Louis, MO.
Burger King is partnering with Silicon startup Impossible Foods, who will be supplying the vegetarian patty to the chain, according to The New York Times. For starters, the veg version will cost almost a dollar more than the original Whopper, a significant increase in the price-sensitive fast-food market. A quarter-pound Impossible patty has just 14 grams of total fat and 240 calories, compared with 23 grams of total fat and 290 calories in a quarter-pound beef patty.
In advance of the official Impossible Whopper test, Burger King surprised some unsuspecting loyal fans by serving them the Impossible Burger instead of the classic Whopper. Heme is the same molecule that carries oxygen in our blood, the video says, and it's what makes the burger red.
Vegetarian patties aren't new for the market. The company's latest vegetarian patty is also, apparently, good enough to fool taste testers. A CNET reporter sampled the Impossible patty after it was grilled on one of Burger King's flame broilers and substituted for the meat in a Whopper purchased from a bricks-and-mortar location.
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"The remarkable thing was how unremarkable they were: Nothing gives away the fact that this Whopper contains a different main ingredient", Brian Cooley wrote.
As exciting as the prospect of a vegan Whopper may be, there are plenty of reasons to think the roll out might not be a success.
Last July, the U.S. Food and Drug Administration (FDA) announced that it had "no questions" about the safety of the Impossible Burger. That version is being used in Burger King's new meatless Whoppers.
Could history repeat itself?