Frank Becomes Burger King's UK Agency of Record

While it's important to engage in discussions about the reality of depression and mental health issues, it's hard to separate the brand's social conscience from its shrewd marketing schemes, and the fact that it appears as though Burger King is suggesting you can cure your depression with a Whopper meal.

The Impossible Whopper made its soft debut at 59 different Burger King restaurants, with the intention that if the tests went well, a national launch would be on the horizon.

According to a spokesperson from Restaurant Brands International, Burger King's parent company, Burger King wants to make the Impossible Whopper available nationally by the end of 2019.

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. The company stated it might expand sales nationally.

Chris Finazzo said during an earnings conference call that customers were being attracted by the Impossible Whopper.

On April 1 (and no, this wasn't a prank), Burger King began testing its new vegetarian burger.

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The move comes as Burger King wants to give the consumers more balance in their diet.

Burger King is not the only restaurant that sells plant-based protein or meat alternatives.

"It's really hard to distinguish between the Impossible Whopper and the original offer". Burger King's same-store sales grew 2% as the company tried to revive USA breakfast sales with a $5 monthly coffee subscription offer.

Impossible Foods has previously collaborated with other fast food joints, including White Castle, to produce vegan items for the menu.

CNN cites the research firm MarketsandMarkets that global market for meat substitutes will grow by 40 percent to a 6,4 billion worth market in 5 years. Eventually, the market could reach $35 billion in the United States, according to Impossible Foods' competitor, Beyond Meat.

A plant-based burger (left) and a beef burger (right). "It's as juicy, craveable and delicious as the original", the company said in a statement.

  • Ismael Montgomery