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Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year

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Microsoft reports are exposing AI's real cost problem: Using the tech is more expensive than paying human employees
RetailBurger King

No, Burger King’s New Meatless ‘Impossible Whopper’ Is Not an April Fools’ Prank

By
Chris Morris
Chris Morris
Former Contributing Writer
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By
Chris Morris
Chris Morris
Former Contributing Writer
Down Arrow Button Icon
April 1, 2019, 11:43 AM ET

Burger King is taking “Have it Your Way” to a whole new extreme.

The fast food chain is introducing a meat-free version of its flagship Whopper. And no, it’s not an April Fools’ joke, though you could be forgiven for thinking so.

The Impossible Whopper is made in conjunction with Impossible Foods, whose “Impossible Burger” has won raves from even hardcore carnivores for having many of the same qualities as a beef burger, while still being entirely plant-based.

Burger King isn’t the first fast food chain to team with Impossible (Carl’s Jr. and White Castle have both offered Impossible versions of their own burgers), but none have embraced the concept quite so enthusiastically. The Impossible Whopper will be served at 59 Burger King locations in St. Louis initially, but it’s expected to be rolled out to 7,200 stores nationwide soon after.

The partnership between the two companies is an unusual one. Impossible has been dedicated since its inception to promoting plant-based foods. Burger King, meanwhile, almost fetishizes ground beef in its commercials, regularly showing burgers being cooked over an open flame.

The company hasn’t been afraid to shake things up, though. Its 2018 Nightmare Burger came on a green bun and it has publicly trolled both KFC and McDonald’s in the recent past.

About the Author
By Chris MorrisFormer Contributing Writer

Chris Morris is a former contributing writer at Fortune, covering everything from general business news to the video game and theme park industries.

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