Burger King’s new plant-based burger isn’t vegan at all – Goop

In an effort to rebrand the burger, the chain is now rebranding the burger as the Rebel Whopper and targeting flexibility. These are people who eat meat, but reduce their intake of animal products. Tony Vernelli, international head of communications and marketing at the Veganuary campaign, which encourages people to eat meat, dairy and egg-free eggs in January, is happy with the burger. He said the cooking method “makes no difference at all” to those trying to reduce meat consumption, and that the burger could encourage meat eaters to reduce their consumption.

Katie Evans, the fast food chain’s marketing director, described the product in The Guardian as a “game-changer”.

“We want our first plant-based Whopper to emulate the taste of a real flame-grilled burger as closely as possible, and we’re thrilled with the result. We’re excited to meet the demand for this long-awaited product, and finally bring Rebel to the UK.”

The burger was made in collaboration with a vegan butcher. Growing awareness of the climate impact of meat and dairy production has contributed to rising rates of veganism in recent years.