*A-listers like JAY-Z, Trevor Noah and Katy Perry are joining the plant-based burger bandwagon, as each have invested in Impossible Foods, joining previously announced investors Serena Williams, will.i.am and Questlove.
According to New York Daily News, the brand is best known for its Impossible Burger, “which is made with soy and potato protein, coconut oil, sunflower oil, and heme, or soy leghemoglobin — a molecule that makes meat taste like meat.” The burger started debuting at restaurants in 2016. Last month, Burger King announced plans to sell the Impossible Whopper at some restaurants in Miami; Columbus, Georgia; and Montgomery, Alabama, and chains like White Castle and Wahlburgers already sell versions of the Impossible Burger, the report states.
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Interest in plant-based protein is on the rise and The Impossible Whopper is a way to “give somebody who wants to eat a burger every day, but doesn’t necessarily want to eat beef everyday, permission to come into the restaurants more frequently,” Chris Finazzo, president of Burger King North America, told CNN Business in April.
Source: JAY-Z: Rapper Among Celebrities Investing in Plant-based Burger Company
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