White Castle recently added “The Impossible Slider” to their meat-heavy menu. And the plant based burger has been an outrageously popular hit.
The fast food chain has been known for serving small sliders for nearly a century, so the veggie alternative is certainly a unique addition. But by testing out consumer reaction and gathering the market research they needed, White Castle found a definite opportunity to appeal to a different taste palette and set of dietary needs.
The “Impossible Slider” is a genetically engineered meat-free option that revises the beloved “Impossible Burger.” They first launched it in several test locations: Chicago, New York, and New Jersey.
Just how well did these plant-based burgers do with the audiences? The White Castle locations that served the Impossible Slider saw growth that was 250% higher than in its other restaurants.
Clearly, this was a sign that a great consumer audience would be interested in a plant-based burger. Now, they’re offering it to all 377 White Castle locations across the country.
Does the Plant-Based Burger from White Castle Actually Taste Like Beef?
This isn’t White Castle’s first attempt at a vegetarian alternative to their famous sliders. They launched a Veggie slider in 2015, which consisted of carrots and spinach among other veggies. And other popular fast food chains, like Burger King and Shake Shack, have similar veggie-based options.
But according to White Castle CEO Lisa Ingram, people would be amazed by how much the “Impossible Slider” tastes like beef.
They’re making the slider from coconut oil, wheat protein, and heme – a molecule grown by scientists in a lab at Impossible Foods.
Impossible Foods is the force behind many of America’s newest plant-based products. And they say the Impossible Slider isn’t just the perfect veggie alternative to meet. It’s also good for the environment. They use 75% less water and 87% less greenhouse gas to make it than what it takes to produce burgers from real beef.
The company wants to eliminate the use of animals in food production by 2035.
If they can see making veggie-based burgers that taste this good, the impossible may suddenly become a little bit more possible.
Data Source: time.com