Burger King has launched a meatless burger in Europe in the hopes of tapping into the fast-growing vegetarian and vegan industry. Burger King's vegetarian burgers have already been on sale in the US and JPMorgan and the company has found this new initiative is attracting new customers who did not normally buy from the fast food outlet. However, some critics have warned that strict vegetarians will avoid the offer if meat and vegetarian products are cooked on the same grill. The plant-based "meat" market could reach $100bn in the next 15 years, according to Sweden.
Burger King has launched a meatless burger in Europe in the hopes of tapping into the fast-growing vegetarian and vegan industry. Burger King's vegetarian burgers have already been on sale in the US and Sweden and the company has found this new initiative is attracting new customers who did not normally buy from the fast food outlet. However, some critics have warned that strict vegetarians will avoid the offer if meat and vegetarian products are cooked on the same grill. The plant-based "meat" market could reach $100bn in the next 15 years, according to JPMorgan.