Impossible Foods goes to White Castle – TechCrunch
Impossible Foods is taking another bite out of the meat supply chain, with the announcement that its meatless burger substitute is coming to America’s first fast-food burger chain — White Castle.
That’s right, now stoned vegan hippies can join stoned slackers in their quest for cheap, delicious burger-y goodness.
The “Impossible Slider,” which is made from Impossible Foods’ vegetable-based ground beef substitute, will now be available for $1.99, or as part of a combo meal.
It’s hard to understate the importance of this as Impossible Foods now makes the jump from higher-end, fast-casual restaurants to a truly mass consumer, fast-food chain.
If the company’s mission to be a viable competitor to ground beef — and ultimately replace it — Impossible Foods was going to have to make the jump from Umami Burger to “Impossible Slider” at some point.
As we wrote recently, the company has been beefing up its balance sheet to make just such a move — raising nearly $300 million in funding to take its burgers to Asia, and across America.
As part of the deal, the Impossible Slider will be available at 140 locations in the New York-New Jersey corridor and around Chicago and its suburbs.
“White Castle’s model has been often imitated but never duplicated — an impressive feat in the hyper-competitive fast-food sector,” said Impossible Foods’ founder and chief executive Patrick Brown in a statement. “We look forward to working closely with White Castle, and together learning how to popularize plant-based meat with mainstream burger lovers.”
Source link: https://techcrunch.com/2018/04/12/impossible-foods-goes-to-white-castle/