Burger King launches meat-free burger targeting flexitarians

Burger has launched its new plant-based Rebel Whopper burger which is unsuitable for vegetarians and vegans and is instead aimed at the increasing flexitarian market.

The new burger features a soy-based patty but will be cooked on the same grills as its meat-filled counterparts.

The burger, which is available from today (6th January) includes a 100% plant-based and sustainably sources soy patty topped with sliced tomatoes, lettuce, mayonnaise, ketchup, pickles, and sliced white onions on a toasted sesame seed bun.

Burger King marketing director, Katie Evans, said: “This really is a game changer – we wanted our first plant-based Whopper to replicate the indulgence and flame-grilled taste of the real thing as closely as possible, and we’re thrilled with the result.

“We’re delighted to satisfy the demand for this highly-anticipated product and finally bring the Rebel to the UK.”

The move has been backed by Toni Vernelli, international head of communications and marketing at vegan charity Veganuary, who told the Guardian: “What does make a big difference to animals and the planet is when non-vegans choose a plant-based menu option, enjoy it and then order it again.

“And that’s exactly who Burger King’s plant-based Whopper is aimed at, flexitarians who want to reduce their meat consumption for health or environmental reasons, or are considering going vegan.”