The Vegetarian Butcher announced as supplier of the plant-based Rebel Whopper® to Burger King® across Europe
London/Rotterdam - Unilever’s The Vegetarian Butcher announces today that it has partnered with the Burger King brand to launch the plant-based Rebel Whopper. In today’s initial phase, the Rebel Whopper powered by The Vegetarian Butcher, is being launched simultaneously in over 2,500 Burger King restaurants across 25 countries in Europe.
As a result of this deal, Burger King will become one of the biggest restaurant chains offering a plant-based patty across Europe. More people are shifting to flexitarian diets worldwide, and with this partnership Unilever is accelerating its strategy to expand its portfolio of plant-based foods.
Jaap Korteweg, Founder of The Vegetarian Butcher and ninth generation farmer said: “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.”
Hanneke Faber, President Unilever Foods & Refreshment, said: “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 start to realising founder Jaap Korteweg’s dream of becoming the largest butcher in the world.”
David Shear, President of Burger King EMEA, commented: “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!
Financial terms of the deal are not disclosed
About The Vegetarian Butcher
Jaap Korteweg, a ninth-generation farmer and real meat lover, decided to become a vegetarian after the outbreak of the swine flu. To satisfy his own need for plant-based quality ‘meat’ he founded The Vegetarian Butcher. With a broad range of nostalgic favourites for meat lovers who don’t want to miss out, The Vegetarian Butcher aims to become the largest butcher in the world. Founder 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 produces plant-based proteins, which compete with animal meat in respect of taste, texture and nutritional value and 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.
More information on The Vegetarian Butcher can be found on www.TheVegetarianButcher.com.
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