Just a few short months ago, Burger King unveiled a meat-less option to their menu, the Impossible Whopper, a spin on the traditional Burger King Whopper, but made with plants.
The company uses “100% Whopper, 0% Beef” in its marketing and advertising efforts. The company also states on their website “For guests looking for a meat-free option, a non-broiler method of preparation is available upon request.” It seems as though Burger King shies away from the word “vegan” to promote the Impossible Whopper. However, Phillip Williams, a vegan from Georgia, is suing Burger King for false advertisement of the plant-based patty for failing to disclose that the patties are cooked using beef fat.
According to the lawsuit, William alleges he was unaware that the patty was “cooked on the same grill as its traditional meat-based products, creating a meat-free patty that is in fact covered in meat by-product.” Williams also alleges that he was unaware that a request for a non-broiler cooking method for the Impossible Whopper was an option.
Recently, companies like Impossible Foods and Beyond Beat have gained a lot of popularity and acknowledgement for collaborating with fast food chains to create plant-based alternative items. It’s apparent they are targeting the everyday meat-eaters who do spend money on animal by-product items at these establishments versus targeting vegans, who interestingly enough, only make up 1% of the total U.S. population. After all, Impossible Foods and other companies producing plant-based alternatives, have similar goals in mind - to produce sustainable foods that eliminate the need for animals.
What do you think? Is it possible this case will progress and seek jury trial and compensatory damages? Will Burger King halt all preparations of the Impossible Whopper on their regular broilers?
Photo Credit: Burger King
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