It turns out, meat-eaters are the ones buying new “impossible burgers” from fast-food chains, not vegans.
After chains like White Castle and Burger King introduced new vegan drive-through options, vegans are not the ones who are buying into the new trend. “Flexitarians,” people who are trying to reduce their meat intake without fully committing to a vegetarian/vegan diet.
Established vegans may not need a food that replicates the taste and texture of a beef burger, but people who want to try it once and a while might need something more palatable in order to enjoy a meatless burger.
Fast food chains definitely needed carnivores to be on board with the new Impossible prduct. Their appetite for meatless burgers pushed sales 10% for a 12-month period that ended in May 2019.