The market for vegetarian products is growing steadily. Now wants yourself also Burger King to secure his share. From now on, the fast food chain also offers a meatless Whopper version in Germany.
The American fast food chain Burger King is now also in Europe on a meatless "Whopper" alternative. The US company brings together with the consumer goods giant Unilever the vegetable "Rebel Whopper", as the companies said.
"Biggest product launch" for Burger King in Europe
The veggie version of the Burger King classic is therefore launched in more than 2,500 stores in 25 European countries, including in Germany. The launch is said to be the "biggest product launch" the US fast food chain has ever launched in Europe, Europe boss David Shear said in London.
In the US home market Burger King jumped months ago with the "Impossible Whopper" on the trend to meatless fast food. Various fast food chains in the USA now offer the products of the meat substitute manufacturers Beyond Meat and Impossible Meat.
Burger King's big rival McDonald's announced in September an experiment with vegan burgers from Beyond Meat in Canada. However, it is initially only a test run in 28 stores.
Offer adapted to current trend
"We constantly observe current trends and changing eating habits of our guests," said Klaus Schmäing of Burger King Germany. With the vegetable-based patty, which according to the company is supposed to be similar to the conventional Whopper in terms of taste due to the preparation on an open flame, customers should get an alternative that would reduce their meat consumption.
The worldwide consumption of meat is not least because of the enormous land consumption for livestock and the cultivation of animal feed for the animals as an important factor in the environmental impact of the planet. The market with meat alternatives on plant basis is attributed a huge potential: The bank JPMorgan put this for the next 15 years to 100 billion dollars.
Meatless variant has boosted sales in the US
Numerous companies are struggling for market share. Besides Impossible Foods and Beyond Meat from the US state of California, the companies Nestlé and Unilever also compete with each other. Unilever had recently secured the Dutch company "The Vegetarian Butcher", which now supplies in Europe Burger King for the "Rebel Whopper".
So far, Burger King had tested its vegetarian whoppers in the US and Sweden. In the United States, the company came to a positive conclusion: The meatless variant had boosted sales, as it attracted consumers who were not usually the customers of fast food chains.