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On The Table Read, “the best creativity magazine in the UK“, Israeli food-tech company, Meat.The End, have collaborated with Burger King on new plant based menu including vegan whopper and nuggets.
Meat.The End
The international food giant Burger King have worked with the Israeli food-tech company Meat.The End, to launch their Veggie Kings range. The plant-based product category includes two meals, the Veggie Whopper, a vegetarian patty on the grill, and the Veggie Nuggets, crispy plant-based nugget bites.
The meat substitutes are being sold at the same price as the meat products in the branches. Â
Founded in 2020, and joined by world-class data scientists, protein engineers, and mechanical engineers, Meat.The End develops protein ingredients that transform the texture of alternative meat, and are now the highest ranking technologists in Israel’s food industry. In 2021 Meat.The End submitted its first patent.
Dr Yishai Mishor
“Within a year, we developed meat alternatives that beat the world’s biggest competitors in taste tests. Today we are proud to launch them in the first collaboration between an Israeli start-up and an international food giant,” said Dr. Yishai Mishor, founder and CEO of Meat.The End.
“These products will define the future, a tremendous achievement for our outstanding technological and scientific teams. Burger King’s move is a brave one and it deserves much appreciation. Businesses that allow their customers a tasty substitute for meat benefit twice – both in sales and by helping to save the planet. This is the key to dealing with the climate crisis. I have no doubt that we are at the threshold of a revolution in the food industry that is defined by the transition to alternative protein, as we change to sustainable food consumption.”
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