If you didn’t know, you wouldn’t know.
I’m talking about the Impossible Burger, obviously.
In a recent column about a young man who couldn’t believe I didn’t eat bacon (not fanatically, just practically, for health reasons), I ventured into a discussion of the new plant-based burgers that have quickly become popular and promised to write a review as soon as I found a place that served them.
Thank you, Burger King in Warwick, N.Y. My partner and I do not frequent fast-food establishments, but we recently had some unexpected time to kill and went to the nearest Burger King, specifically looking for the Impossible Burger to satisfy our curiosity.
There it was on the menu — the Impossible Whopper. Two please, with cheese. No fries.
The first reaction will be hers, sitting across from me in the booth:
“It looks like meat.”
“It acts like meat.”
“It tastes like meat.”
I agree. If you didn’t know it was a meatless burger, you wouldn’t be able to tell. We were satisfied. It’s possible.
My partner hasn’t had a beef hamburger in more years than she can remember. She also doesn’t eat red meat. But if we have a yearning for a burger, she’s hooked. We now know where to go to satisfy it without feeling guilty.
However, some vegans and vegetarians, the ones you might think would appreciate this culinary development the most, are not thrilled with this “meaty” hamburger concocted in a lab. Strict vegetarians, in fact, are reportedly turned off by the taste of the Impossible Burger. They say it tastes and acts too much like real meat. It stirs up feelings of guilt and worse.
And some vegans are upset — even feel cheated by Burger King — because the Impossible Whopper is cooked on the same grill as the beef burgers. To them, this is an unacceptable mingling of beef product with plant product. One customer has even filed a lawsuit against Burger King for false advertising, although it doesn’t appear that the company has ever advertised the product as vegan.
Burger King did say at the introduction of the new item that the Impossible Burger would be cooked on the same grill as its beef and chicken products, but customers could request that their Impossible Whoppers be cooked by a “non-broiler option.” The oven. The company says this offer stands. But until this lawsuit it was not well-publicized and most customers are probably not aware of it. In truth, most customers don’t care.
And there apparently are a lot of customers for the new product. The Impossible Burger, the Beyond Meat burger and other new, plant-based meat substitutes are growing in popularity with a group of people to which I may belong – flexitarians. Who knew?
I came upon this new category in my research on meat substitutes. It’s apparently a real word that was coined in the 1990s, a combination of flexible and vegetarian. One online dictionary tells me that a flexitarian is ”a person who has a primarily vegetarian diet but occasionally eats meat or fish.”
According to that definition, I am probably a flexitarian wannabe, since, while I eat plenty of vegetables, I eat poultry or fish more than occasionally.
Another source says that, basically, flexitarians are omnivores who are trying to reduce the amount of meat in their diet, for health, environmental and ethical reasons. These are not people who don’t eat red meat or won’t eat burgers, but are happy to be able to enjoy the taste of a burger without the beef from time to time.
It’s about being flexible (or balanced), which to me is a recipe for good health. The meatless burgers are processed, offering less protein and less fat than beef burgers and, like beef burgers, probably too much sodium if consumed regularly. The Impossible Whopper’s calorie count is about the same as regular Whoppers, about 630. Beyond Meat burgers, which are rumored to be coming to McDonald’s sometime in the near future, are non-GMO. Impossible burgers do contain GMO‘s. If this matters to you, take your pick. Flexibility.
Right now I’m curious to compare the Impossible Whopper with the Beyond Meat burger and, while we don’t have a Burger King in our neighborhood, we do have a McDonald’s. As a wannabe flexitarian, I’m willing to share the appreciation.