The Atlantic

What’s Different About the Impossible Burger?

Plant-based-food entrepreneurs are marketing their meatless products to omnivores.
Source: Beck Diefenbach / Reuters

Recently, like thousands of other Americans, I went to Burger King to get a Whopper for lunch. There it was: perfect, juicy, glistening. And, without mayo, vegan. This year, the fast-food giant is rolling out the plant-based Impossible Burger at its 7,200 U.S. locations, joining White Castle, Carl’s Jr., Del Taco, and TGI Fridays in serving vegan “meat.” KFC offered vegan fried chicken at one of its stores this year, and even McDonald’s is contemplating a plant-based option.

The country’s deep-fried fast-food charnel houses are offering kinder, greener alternatives, and customers are buying them in droves. That is a testament to the great advances that food manufacturers have made in producing animal products without animals: Impossible

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