It’s an exciting week for Impossible Burger fans looking to get their fix on-the-go. The meat alternative is debuting at 140 White Castle locations throughout New York, New Jersey, and the metropolitan-area of Chicago with an Impossible Slider.
“White Castle’s model has been often imitated but never duplicated—an impressive feat in the hypercompetitive fast-food sector,” said Impossible Foods’ Founder and CEO Dr. Patrick O. Brown. “We look forward to working closely with White Castle, and together learning how to popularize plant-based meat with mainstream burger lovers.”
Smoked cheddar, pickles, and onions will top the plant-based burger option, which will then sit between a signature bun, the company explained in a recent press release. Now, this new option is joining the chain, which enjoys success stemming back to its 1921 beginnings thanks to its innovation-focused business that includes the 376 Columbus, Ohio-based locations’ Seafood Crab Cake Sliders.
“Innovation has been core to everything we’ve done at White Castle since our founding in 1921,” said CEO Lisa Ingram, a fourth-generation family member who now leads White Castle. “The fact that we are the first-fast-food chain to offer the Impossible Burger to our loyal customers epitomizes our history of being on the ‘bleeding edge’ of a rapidly evolving industry.”
The new option goes for just $1.99 individually, but is also available as part of a combo meal. Moving forward, Impossible Foods is looking to offer an all-new plant-based option for White Castle patrons, knows as “Cravers.”
This is the latest move from Impossible Burger, which is gaining in popularity, even winning the 2017 Tasty Award and the 2018 Fabi Award from the National Restaurant Association—the only plant-based burger to do so. Those are some great wins, especially considering the company made its debut just two years ago in July of 2016 by Chef David Chang of Momofuku Nishi in Manhattan. And while this is the next big endeavor for Impossible Burger, the company’s goods are already available in 1,300 restaurants throughout the U.S.
As the company steps into the fast food arena, will we see more plant-based options like Impossible Burger become increasingly popular? And will Impossible Burger make its way into more foodie favorites? Deli Market News will continue to report.