Brooke Sample, Columnist

Impossible Whopper Suit Has Real Implications: Weekend Edition

Here are Bloomberg Opinion’s top stories this week.

November 30, 2019 at 1:00 PM UTC

Brooke Sample is an editor for Bloomberg Opinion and member of the editorial board. She was previously an editor at Metal Bulletin, Bauer Media Group and the Virginian-Pilot.

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Is it really true that Burger King’s new Impossible Whopper is, as the ads claim, “100% Whopper, 0% beef”? A lawsuit just filed in federal court in Florida insists that the answer is no.

The answer matters. The Impossible Whopper, designed to attract vegetarians and vegans who ordinarily avoid fast food, has driven a surge of traffic into the chain’s restaurants. Comparable sales growth in the third quarter of 2019 (the quarter following the sandwich’s introduction) was a brisk 4.8 percent. Key to the Impossible Whopper’s attraction is the notion that it tastes like meat without actually containing any.