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Burger King Asks Customers to “Blind Order,” Guess Whether Burger Is Plant-Based

Burger King Sweden is so confident that customers won’t be able to tell the difference between its plant-based meat and animal meat that it is asking them to “blind order.”

Customers ordering a Whopper or a Crispy Chicken Sandwich from the fast-food chain’s “50/50” menu could receive a plant-based Rebel Whopper or a Rebel Chicken King. Customers have no idea which version they’ve received, as the packaging gives nothing away. Daniel Schröder, marketing director for Burger King Sweden, stated:
We are really proud of how hard it is to tell our plant-based burgers apart from real meat. With the 50/50 menu, we hope that more people dare to try them. And hopefully have fun trying to figure out which one they got.
After playing the guessing game, customers can scan their packaging using the Burger King app to find out whether their meal was animal- or plant-based.


Sweden is not the only Burger King market confident about plant-based meat. In the United States, a report from inMarket inSights shows that the Impossible Whopper (made with a vegan patty from Impossible Foods) increased foot traffic at the first locations to offer it by an average of almost 17 percent the first month it was released!

In a statement, Burger King spokesperson Dori Robau Alvarez said, “The Impossible Whopper is performing very well in our test markets, and it continues to drive new traffic to our restaurants.” Because of this success, Burger King plans to offer the Impossible Whopper throughout the United States by the end of the year.

Impossible Foods’ burgers have been a hit nationwide. In fact, as consumers flock to Red Robin, White Castle, and other restaurants serving the plant-based patties, many places are selling out. Innovations in plant-based products have allowed vegan companies to extend their reach and attract new sets of consumers—even meat eaters are excited to try their game-changing products.

With plant-based dishes popping up on menus far and wide, there’s truly never been a better time to eat more vegan meals. You can get delicious recipes and easy meal ideas by ordering a FREE Vegetarian Starter Guide today.
  • Calf
  • Chicken
  • Piglet

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