LONDON/ROTTERDAM, 12-Nov-2019 — /EuropaWire/ — The Vegetarian Butcher teams up with Burger King brand to launch the plant-based Rebel Whopper. The new Rebel Whopper powered by The Vegetarian Butcher is being launched simultaneously in over 2,500 Burger King restaurants across 25 countries in Europe.
By partnering with Unilever’s The Vegetarian Butcher, Burger King will become one of the biggest restaurant chains offering a plant-based patty across Europe, and at the same time Unilever is accelerating its strategy to expand its portfolio of plant-based foods.
“When I started The Vegetarian Butcher nine years ago, my goal was to be the biggest butcher in the world. To create products for meat lovers, with the ambition of providing the same taste and experience, but plant-based. Working with Burger King on the Rebel Whopper has been amazing, and we can’t wait for all Burger King guests to enjoy it,” commented Jaap Korteweg, Founder of The Vegetarian Butcher and ninth generation farmer.
“Less than a year after acquiring The Vegetarian Butcher in the Netherlands, we are excited to partner with the iconic Burger King brand across Europe. The new Rebel Whopper powered by The Vegetarian Butcher offers meat lovers a fabulous meat-free experience; and we can’t wait to start realising founder Jaap Korteweg’s dream of becoming the largest butcher in the world,” commented Hanneke Faber, President Unilever Foods & Refreshment.
“We are confident that the Rebel Whopper is the sandwich everyone has been waiting for and provides the ultimate plant-based patty alternative with the iconic Whopper build. I’m excited to let the Rebel Whopper do the talking and see whether our guests can tell the difference!” added David Shear, President of Burger King EMEA.
Financial terms of the deal are not disclosed.
About The Vegetarian Butcher
The Vegetarian Butcher was founded by Jaap Korteweg to satisfy his own need for plant-based quality ‘meat’. He is a ninth-generation farmer and real meat lover but he decided to become a vegetarian after the outbreak of the swine flu. The Vegetarian Butcher aims to become the largest butcher in the world with its broad range of nostalgic favourites for meat lovers who don’t want to miss out. Jaap Korteweg twice received the Entrepreneur of the Year Award and finished in the top five of Dutch newspaper Trouw’s Sustainable 100 ranking for three years.
The Vegetarian Butcher makes plant-based proteins that compete with animal meat in respect of taste, texture and nutritional value. It has been heralded by industry figures, including a jury of butchers, culinary journalists and Michelin-stars. The Vegetarian Butcher products are being sold in over 4,000 outlets in 17 countries.
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