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Food and Drink

Burger King to Launch Impossible Whoppers Nationwide

Erika Adams

Photo Caption: Burger King's Impossible Whopper has been an easy sell in its first test market. Impossible Foods

Skift Take

Your move, McDonald's.

It only took a month of market testing in St. Louis, Missouri, for Burger King to decide that the plant-based Impossible Whopper was ready for a larger stage. The fast food chain announced today that the Impossible Whopper would be launching in new markets soon, with a target of nationwide distribution by the end of the year. The original test, launched in 58 restaurants in St. Louis on April 1, went "exceedingly well," according to a company spokesperson. The initial social media campaign around the launch generated six billion media impressions for the brand, driving up customer awareness and subsequent sales of the vegan b

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