Burger King’s Israeli franchise operator is partnering with a local food tech company developing plant-based meat alternatives to roll out meatless menu items starting this week at a pop-up branch in Tel Aviv.
Burger King Israel’s menu will feature a plant-based Whopper, the American fast food giant’s signature hamburger, and vegetarian “chicken” nuggets, the franchise said on Monday.
The food items were developed specifically for Burger King Israel by the Israeli startup, “Meat. The End” (MTE), a relative newcomer to the alternative proteins sector, founded in 2020. The startup’s stated mission is to solve the texture aspect of eating plant-based “meat” to make it closer to the real thing. MTE founder Dr. Yishai Mishor says that while many food tech companies out there, like Impossible Foods and Beyond Meat, have achieved success on the taste factor, the texture — the feel of the product in the mouth — has lots of room for improvement.
Read more from The Times of Israel HERE