Burger King doubles down with Impossible Nuggets after Impossible Whopper success

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Burger King is launching Impossible Nuggets.

Burger King will be the first major fast-food chain to sell Impossible Nuggets.
The chain has seen major success with the plant-based Impossible Whopper.
Other fast-food chains are also testing plant-based meat substitutes.
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Burger King will begin testing plant-based Impossible Nuggets in certain markets on October 11, the fast-food chain announced on Wednesday.

The nuggets will come in eight-piece orders in Des Moines, Boston, and Miami markets. They will have the „savory taste of a family favorite, with a golden-brown crispy breading on the outside and a tender, juicy bite on the inside,” Burger King said in a statement.

„This isn’t the first time we’ve teamed up with Impossible to make waves in the industry. In 2019, we became the first
quick-service restaurant to serve the award-winning, plant-based Impossible patty and offer the iconic
Impossible Whopper,” Burger King North America Chief Marketing Officer Ellie Doty said in a statement.

Burger King launched the Impossible Whopper in 2019, eventually debuting in thousands of locations after a four-month test. Tests in St. Louis went „exceedingly well,” a Burger King representative told Insider at the time.

Parent company Restaurant Brands International CEO Joe Cil said that the Impossible Whopper was not a short-term offering, but something that could be on menus for a long time. It proved so successful that same-store sales jumped 6% in the quarter following the launch, attracting both new and returning customers, Cil said. Orders including plant-based burgers spent about $3 more overall, Cowen found.

Burger King is looking to build on the success of the Impossible Whopper with the new nuggets, as the first quick-service restaurant to test Impossible Food’s nuggets.

Vegetarian and vegan options continue to be areas of growth for the fast-food industry. Earlier in 2021, Taco Bell tested a plant-based „Craveatarian” protein made of a blend of peas and chickpeas. Taco Bell has long been popular with customers who don’t eat meat for its abundance of veggie options, and it also returned fan-favorite potatoes to menus in the spring.

Chipotle announced a test of vegan chorizo made from pea protein in August, and McDonald’s continues to test plant-based burgers around the world, though they’re unavailable in the US.

Impossible chicken nuggets, which debuted in September, are also available in grocery stores including Walmart, Kroger, and ShopRite.

Do you have a story to share about a retail or restaurant chain? Email this reporter at mmeisenzahl@businessinsider.com.

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