Burger King and Nestlé enter the meat-free market

On 1 April, Burger King and the startup company Impossible Foods announced the roll-out of the Impossible Whopper in 59 stores in and around St. Louis, Missouri.

The new burger is a version of Burger King’s famous Whopper created using Impossible Meat, lab-grown plant-based meat that faithfully reproduces the taste of real beef.

On the same day, Nestlé announced that in April its meat-free Incredible Burger would go on sale in European supermarkets under the Garden Gourmet brand name.

The Swiss giant also revealed that the new beefless burgers, tailored specially to the tastes of American consumers, would soon be introduced in the USA under the Sweet Earth brand name.