Burger King is, for the first time, collaborating with an Israeli foodtech startup to launch a line of plant-based products. The meat alternatives will initially be sold exclusively in Israel.
Meat.The End (MTE) develops protein ingredients that transform the texture of alternative meat, and claims its products perfectly mimic the sensation of meat.
The Israeli startup developed two meals for the burger chain: the “Veggie Whopper”, a plant-based burger, and “Vegan Nuggets”, plant-based nuggets. This comes a year after MTE submitted its first patent, and just two years after it was founded.
Burger King will also open its first vegan pop-up in Israel, which will operate for a week starting today (October 24th) in Dizengoff Center, Tel Aviv. The new meals will also be available in the rest of the chain’s restaurants.
“Within a year, we developed meat alternatives that beat the world’s biggest competitors in taste tests,” said Dr. Yishai Mishor, Founder and CEO of Meat.The End.
“Today we are proud to launch them in the first collaboration between an Israeli start-up and an international food giant. These products will define the future, a tremendous achievement for our outstanding technological and scientific teams.
“Burger King’s move is a brave one and it deserves much appreciation. Businesses that allow their customers a tasty substitute for meat benefit twice – both in sales and by helping to save the planet. This is the key to dealing with the climate crisis.
“I have no doubt that we are at the threshold of a revolution in the food industry that is defined by the transition to alternative protein, as we change to sustainable food consumption.”
Keren Kupermintz, VP Marketing, Trade and Business Development at Delek Israel (DLEKG), which has a controlling stake in Burger King Israel, said: “The launch of the plant-based category at Burger King Israel is a strategic move since, in our opinion, a large audience is looking for meat-alternatives – not only vegans but also those who reduce meat consumption, and this is a fascinating and developing trend on a global scale.
“The product development process took about two years, including finding the ideal partner for the journey and a long series of fundamental, in-depth, and extensive market research and tests, per the international standards of the global brand.
“We are proud of this important addition to the chain’s menus, and we did not compromise on its taste until we achieved the desired result so that it will stand in line with Burger King’s classic winning products.”