Back in October, you read about Burger King‘s plant-based Impossible Whopper, made of soy protein, potato protein, coconut oil, sunflower oil, and heme.
It’s been available locally, mostly to, “hey, it’s not bad” reviews. Keep in mind plant-based proteins are here to stay, and more and more companies are targeting “meat-eaters” – not “non-meaters” with their plant-based foods.
But what if you want a plant-based breakfast choice? You’ll have to wait a bit here in Osceola County, but if the reviews go well in the taste-test cities, prepare for the … Impossible Croissan’wich!
Think of Burger King’s traditional breakfast sandwich on a toasted croissant — it has egg, cheese and, the kicker, Impossible Sausage (trademarked, of course) made from a patty of plants.
It has much the same ingredient list from the Impossible Burger, including “soy leghemoglobin to give it a craveable, meaty taste”.
A raw, two-ounce serving of Impossible Sausage has 7 grams of protein, nine grams of fat, 130 calories and zero cholesterol. That’s more than half the fat and about half the calories of two ounces of traditional sausage.
If it sounds great and you want one in the morning — leave early, or late tonight. The breakfast plant is now available in five test markets: Savannah, Lansing, Mich., Springfield, Ill., Montgomery, Ala., and Albuquerque, N.M.
Burger King isn’t actually ahead in this race… Dunkin’ first introduced a breakfast sandwich featuring Beyond Meat’s meatless sausage in New York City in July 0df 2019. That test “exceeded their expectations, so the chain went national in November, two months ahead of schedule.
For chains like Burger King, Dunkin’ and others, the meat substitute protein trend could be a boon. Barclays predicts the alternative meat sector could reach about $140 billion in sales over the next decade, capturing about 10% of the global meat industry. Jefferies predicts that by 2040, the alternative meat market could make $240 billion in annual revenue globally.
No word on when Burger King will go more nationwide with their plant-based breakfast sandwich like the Impossible Whopper did.
According to USA Today this week, Impossible Foods officials said they were continuing to test other plant-based meat products like fish and bacon, with a goal of creating the first kosher bacon cheeseburger.
Soy-Vay!
