Discover client recommended agencies

Burger King and Unilever partner up to offer meat-free Whoppers

Burger King and Unilever taste success with meat-free burgers

Burger King has partnered with Unilever-owned meat substitute specialists, The Vegetarian Butcher, to launch a new range of meat-free menu alternatives.

The Rebel Whopper will see the fast-food chain swap beef patties for its impossible range of meatless substitutes across more than 2,400 restaurants spanning 20 European markets.

The continent-wide launch follows a successful trial of the animal-free sandwich in Sweden earlier this year where the Rebel Whopper and its sister dish the Rebel Chicken King, has gone down a treat with diners.

Next in line for the vegetarian rollout will be the US where the burger brand will substitute traditional beef patties for animal-free recipes in its Whopper Jnr and signature hamburger range, with 180 restaurants trialling the new Impossible line.

Discussing the launch of the meat-free Whopper, Jose Cil, chief exec of Burger King parent Restaurant Brands, commented: “The Impossible Whopper is a huge hit with our guests and has quickly become one of the most successful product launches in Burger King’s history.”

A growing appetite for vegetarian alternatives has seen Burger King’s same-store US sales jump 5% over the third quarter, attributed largely to the success of the Impossible Whopper.

Burger King has been focussing its efforts on its signature burger through initiatives such as the 'Whopper Takeover' which saw it take everything off the menu save for the towering sandwich.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy