Vegan sues Burger King over mislabeling of 'meatless' Impossible Whopper

A man has sued Burger King for allegedly misleading consumers about the way Impossible Whoppers are cooked.

"Plaintiff had been duped by Burger King's deceptive practices into eating a meat-free Whopper Patty that was in fact covered in meat by-products", the lawsuit says.

However, for now at least, the practice is unlikely to change, as cooking the Impossible Whopper on the same grill as regular burgers makes it easier and more efficient for Burger King to offer the meat-alternative in the first place.

"For guests looking for a meat-free option, a non-broiler method of preparation is available upon request", the site notes.

The lawsuit is seeking damages for all US customers who bought the Impossible Whopper.

The lawsuit was filed in a Miami court on Monday.

According to reports, Burger King has begun testing various new iterations of Impossible burgers, building on the success of the Impossible Whopper launch earlier this year.

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Companies like Beyond Meats and Impossible Foods, both of which produce plant-based meat substitutes, are motivated by the environmental impacts of producing meat, Ball said. It wasn't designed specifically for vegans or vegetarians.

"For people who are strictly vegan, there is a microwave prep procedure that they're welcome to ask for in any store", Dana Worth, Impossible Foods' head of sales, said in a recent interview.

Williams's lawyer did not immediately return a request to comment.

The fast food chain's vegan Impossible Burger has been under fire for cooking on the same surface as other meaty menu items. It also included a disclaimer for customers seeking a meat-free option. He is taking Burger King to court on behalf of all vegans and vegetarians who have similarly bought the product under false pretenses.

It's unclear when the disclaimer was changed. Burger King has yet to address the lawsuit.

The outlet reported that data from the NPD Group showed that 95% of plant-based burger buyers have also bought a beef burger within the past year.

  • Darren Santiago