By Richa Naidu
CHICAGO, Nov 11 (Reuters) - Burger King on Monday rolled out
a meat-free version of its Whopper burger in 25 European
countries, using patties made by Unilever Plc to
strengthen its foothold in the exploding market for plant-based
food served in restaurant chains.
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 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 said prices may
vary between franchises.
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 in partnership
with commodities trader Archer Daniels Midland Co.
(Reporting by Richa Naidu in Chicago; editing by Jonathan
Oatis)