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 Heightened concerns about health and the environmental impact of
industrial animal farming are pushing plant-based proteins into
restaurant menus and chilled meat aisles in stores. Companies from
Beyond Meat Inc <BYND.O> to Impossible Foods Inc are competing
fiercely for deals with fast-food makers, as plant-based mania
spreads across Europe and the United States.
Unilever's meat-free brand The Vegetarian Butcher, which had yet to
strike a deal with a major restaurant chain, will supply patties for
the "Rebel Whopper" to over 2,500 stores in countries including
Germany, Spain, Poland and Italy. The burgers will be Burger King's
biggest ever product launch in Europe.
Demand for plant-based products has increased over the last couple
of years and trying to meet that is crucial, said David Shear, who
heads Burger King operations in Europe, the Middle East and Africa.
Shear said in an interview that this initial rollout would
eventually expand elsewhere in the region.
The Rebel Whopper will be priced similarly to its beef counterpart
in Europe - a departure from the norm in North America, where
plant-based burgers typically cost $1-$1.50 more than meat patties.
For instance, the plant-based Whopper that Silicon Valley-based
Impossible Foods makes for Burger King costs $5.59, vs. $4.19 for a
beef Whopper. The company, which is owned by Brazilian-controlled 3G
Capital via its majority stake in Restaurant Brands International
Inc <QSR.TO> said prices may vary between franchises.
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Restaurant Brands said last month that the Impossible Whopper had
become one of Burger King's most successful launches ever.
Burger King began testing a different version of the Rebel Whopper
in Sweden this summer, tying up with Dutch faux meat maker Vivera
BV. That contract will eventually be transferred to Unilever, Shear
said. Burger King this month starts selling another plant-based
Rebel Whopper throughout Brazil, made by meatpacker Marfrig Global
Foods SA <MRFG3.SA> in partnership with commodities trader Archer
Daniels Midland Co <ADM.N>.
(Reporting by Richa Naidu in Chicago; editing by Jonathan Oatis)
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