After a favorable test period, Impossible Foods and White Castle are bringing the meatless burger substitute to locations across the U.S.
Just five months after product testing began at 140 locations in New York, Chicago and New Jersey, White Castle announced it is introducing the plant-based Impossible Slider at all 377 of its licensed locations nationwide for just $1.99.
The burger was developed by Impossible Foods to imitate a traditional hamburger’s taste and consistency. While Restaurant Business Online noted the burger first began appearing in high-end New York City restaurants, White Castle’s advancement of the Impossible Foods product marks the first widely-distributed processed vegan food option available to consumers at an accessible price point. Impossible Slider sales “easily exceeded” White Castle’s expectations, CEO Lisa Ingram said in a statement, also citing the plant-based burger’s popularity among new and existing customers alike.
A TechCrunch article about the nationwide rollout cited a statement from Impossible Foods founder and CEO Dr. Patrick O. Brown that read, “White Castle is teaching us how to popularize plant-based meat and become a mainstream, mass market menu item and cultural icon.”
Image courtesy of @WhiteCastle on Twitter.