Following a pilot in three regions, White Castle introduces its plant-based Impossible Slider chain-wide.
In a sign that plant-based proteins are becoming increasingly mainstream, White Castle is introducing the award-winning plant-based burger from Impossible Foods at all White Castle restaurants nationwide for $1.99.
The plant-based trend is being driven by meat-eating customers looking to substitute ,on occasion, with plant-based proteins, perceived as healthier.
Hailed as “one of the country’s best fast-food burgers, period,” the Impossible Slider debuted in April at 140 White Castle locations in New York, New Jersey and Chicago. Based on the overwhelming success of the pilot program, White Castle—largely credited for inventing the slider—is expanding availability of the Impossible Slider starting today to all 377 of its restaurants in 13 states, from New York to St. Louis.
“Our Cravers definitely developed a hunger for the Impossible Slider,” said CEO Lisa Ingram, whose family has led White Castle for four generations. “Sales easily exceeded our expectations. The Impossible Slider is a hit with both loyal ‘Cravers’ and customers brand new to White Castle who are seeking out this buzz-worthy slider.”
Often Imitated, Never Duplicated
For the past six months, Impossible Foods’ scientists have been working with White Castle to ensure that the Impossible Slider works great with the kitchen system of White Castle locations.
The Impossible Slider was an instant hit when it debuted in April and remains a social media phenomenon. More than 60,000 fans have signed an online petition for other fast-food chains to follow suit. Sales have remained above expectations for the past six months.
“White Castle is teaching us how to popularize plant-based meat and become a mainstream, mass market menu item and cultural icon,” said Impossible Foods’ Founder and CEO, Patrick Brown. “This partnership is a big win for for consumers, with the partnership of White Castle and Impossible Foods.”
The Impossible Slider is topped with smoked cheddar cheese, pickles, and onions and is served on a signature bun available individually for $1.99.
From White Glove…to White Castle
Impossible Foods’ flagship product debuted in 2016 at Chef David Chang’s lauded restaurant Momofuku Nishi in Manhattan. The Impossible Burger is now available in more than 3,000 locations globally, including restaurants, corporate dining halls, universities and other foodservice locations in the United States, Hong Kong and Macau.
Impossible Foods opened its first large-scale manufacturing plant in September 2017 in Oakland, Calif. With demand still outstripping supply, the company is adding a second shift to double production.
White Castle, founded in 1921, is now the first nationwide fast-food chain to offer the Impossible Burger. Impossible Foods will continue to roll out its plant-based meat in restaurants and other foodservice locations nationwide, then in retail locations.
Meat for Meat Lovers
Impossible Foods’ mission is to eliminate the need for animals in the global food system. The company makes meat directly from plants —with a much smaller environmental footprint than meat from animal cadavers.
The company has assembled a world-class research team to work on food, combining the best of nature and science to create wholesome and nutritious food, protect natural resources and biodiversity, restore healthy ecosystems and feed a growing population sustainably.
The Impossible Burger is produced without hormones, antibiotics, cholesterol or artificial flavors. And its production requires less than a quarter of the water, less than 5% of the land and generates less than an eighth of the greenhouse gas emissions required to produce the same quantity of ground beef from cows.