view current print edition







White Castle debuts next-generation plant-based burger

White Castle will become the first fast-food chain in Las Vegas to debut the next-generation Impossible Burger. Over the next few months, the new White Castle Impossible Slider recipe will roll out at all remaining 377 White Castles nationwide. Later this year, Impossible Foods plans to launch the next-generation Impossible Burger in select U.S. grocery stores.


“White Castle is Impossible Foods’ largest customer so far, and the partnership has been a total sensation — acclaimed by food critics and asocial media phenomenon with a trending hashtag,” said David Lee, Impossible Foods’ chief operating officer and chief financial officer. “There was never any doubt White Castle would get first priority for the national rollout of our new recipe.”

Impossible Foods launched its first major product upgrade yesterday in Las Vegas — one of the most anticipated unveils at the world-famous International Consumer Electronics Show. The next-generation Impossible Burger is the only food ever featured as an official exhibition at CES.

Over the next month, Impossible Foods will expand availability as production ramps up.

Silicon Valley startup Impossible Foods debuted its flagship product in 2016 at Momofuku Nishi, the zeitgeisty Manhattan restaurant owned by celebrity chef David Chang. The Impossible Burger has since expanded to more than 5,000 restaurants in the United States and select Asian regions.

In April 2018, the White Castle Impossible Slider debuted in three key regions, and sales were 30 percent higher than White Castle’s original expectations. In September 2018, White Castle CEO Lisa Ingram shared thatthe Impossible Slider increased market share 250 percent over White Castle locations that did not serve it. As a result, White Castle expanded availability of the plant-based burger to all restaurants in 13 states across the country.

Hailed as “one of America’s best fast-food burgers,” the plant-based White Castle Impossible Slider is topped with cheese, pickles, and onions and served on a signature bun.