140 of the US fast food chain’s stores will be debuting the vegan bleeding burger today
As Impossible Foods scales up production, this could be the biggest sign yet that these innovative vegan burgers are targeting mainstream America, with White Castle bringing the bleeding burgers to market at an affordable price point.
White Castle say that this plant burger is available all day long at 140 locations across New York, New Jersey, and Chicago. It will be priced at $1.99, comes on their signature White Castle square bun, and is topped with pickles, onions, and smoked cheddar. It won’t therefore be vegan, but aimed at a price-conscious vegetarian and mainstream audience at this stage.
According to Food Street:
White Castle’s incorporation of the Impossible Burger confirms that enough mainstream consumers are now ready to replace some of their meat with similar plant-based analogues. These substitutes aren’t necessarily meant for vegans, but are a way to get meat-eaters to swap out some of the real stuff to help reduce the biological and environmental demands current meat production has on the planet. A company with the brand legacy and size of White Castle recognizing and utilizing this trend is huge, and should be a statement to the rest of the industry to take note.
Accoring to Grub Street:
Impossible Foods’ CEO Pat Brown says that making the high-tech veggie patties available at White Castle should yield insight into how to “popularize plant-based meat with mainstream burger lovers,” which is clearly the company’s top priority.
The Impossible Burger is now available at 1,300 U.S. restaurants, including Bareburger, Umami Burger, Fatburger, and even some high end restaurants like Momofuku Nishi.
The company has now raised over $400m in funding to scale up operations, with CEO Pat Brown stating; ‘Our world-class investors enable us to ramp up rapidly and accomplish our urgent mission. We are proud of the progress we’ve made — but frankly, there are still millions of restaurants and billions of people who want meat. We won’t stop until the global food system is truly sustainable.’
Image credit: White Castle