Burger King Launches 'Real Meals,' For Mental Health Awareness

Burger King plans nationwide roll out of vegan Impossible Whopper

The fast-food giant has just announced that it is seeking to serve a plant-based "Impossible Whopper" nationwide by the end of the year.

Restaurant Brands International, Burger King's parent, said April 29 that a month-long test of the Impossible Whopper at 59 restaurants in St. Louis has gone so well that it will start testing it in additional markets. Red Robin offers the Impossible burger at all locations, Carl's Jr. has Beyond Meat on the menu, and Del Taco uses vegan crumbles as well.

Burger King even ran an "Impossible taste test" on self-proclaimed beef lovers, to see if they could tell that the burger they were eating was actually 0% beef.

Burger King has chosen Frank as its UK PR Agency of Record after a four-way pitch.

This move by Burger King represents the rapidly growing popularity and profitability of the meatless burger movement.

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The Real Meals campaign was created in partnership with Mental Health America-the national nonprofit which helps those suffering from mental illness and promotes the overall mental health of all Americans-and was supported by an emotional short film, which debuted on Burger King's YouTube channel on Monday.

The Real Meals boxes - which include the Whopper meal or a Whopper, fries, and a drink - are available at a handful of locations in Austin, Seattle, Miami, Los Angeles, and New York City starting Wednesday. The form forecasted that the global market for meat substitutes is set to grow from an estimated $4.6 billion in 2018 to $6.4 billion by 2023.

The new Impossible Whopper is a plant-based version of the brand's iconic Whopper sandwich, and has no beef. For what it is worth, Lee remains confident Impossible Foods will be able to keep up, and that is is "not sparing any expense" to meet demand. The California-based company is the maker of the Impossible Burger.

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