White Caste has joined forces with vegan meat producers Impossible Foods, debuting the ‘Impossible Slider’. While Impossible Foods ‘meat’ has been found in a range of restaurants, the collaboration with White Castle is the company’s first foray into the world of fast food, granted them unprecedented access to a whole new consumer base.
“White Castle’s model has been often imitated but never duplicated,” said Impossible Foods CEO Patrick Brown in a statement. “We look forward to working closely with White Castle, and together learning how to popularise plant-based meat with mainstream burger lovers.”
Impossible Foods is one of a growing number of producers recreating the taste, look and smell of meat with non-animal products. The Impossible Slider will be available at 140 White Castle outlets in New York, New Jersey and Chicago.
“The fact that we are the first fast-food chain to offer the Impossible Burger to our loyal customers epitomises our history of being on the ‘bleeding edge’ of a rapidly evolving industry,” said White Castle CEO Lisa Ingram.