Earlier this month, Burger King began testing a vegan Whopper in the St. Louis area. Reviews came in surprisingly strong—including this one from a worried meat-industry lobbyist who could see or taste no substantial difference between the vegan "Impossible Whopper" and the beef version. As a result, Burger King already has announced that the plant-based burger will be available at all locations nationwide by the end of the year, reports CNN.
"We aren't seeing guests swap the original Whopper for the Impossible Whopper," says Jose Cil, CEO of Burger King parent company Restaurant Brands, per Business Insider. Instead, something better, from Burger King's point of view: "It's attracting new guests," he says. The development comes as fast-food chains such as Taco Bell and Chipotle are similarly experimenting with vegan offerings. (The big question: Is a vegan Big Mac in the offing?)