Impossible Foods Inc., the Silicon Valley-based alternative meat company known for its plant-sourced burger that tastes, smells, and even “bleeds” like the real thing, is making a big move with a tiny patty. The Impossible Slider will make its nationwide debut on Wednesday at all 377 White Castle locations in the U.S. on September 12th. The compact delicacy, topped with smoked cheddar, pickles, and onions ensconced in the fast-food chain’s famously soft bun, costs $1.99.
At first glance, it’s an odd pairing. Impossible Foods’ stated goal is to eliminate meat consumption by 2035. White Castle’s main product is meat.
But younger customers are seeking healthier options, even at fast-food restaurants, according to Jamie Richardson, vice president at White Castle. “We’re not a hamburger company, we’re a slider company,” he says. “If we don’t tune in to what customers want and map out accordingly, we won’t be relevant.”
President Lisa Ingram, whose family co-founded White Castle almost 100 years ago, sees Impossible Sliders as the perfect product for loyal customers who’ve gone vegetarian. Before, “they would order cheese sliders, our version of a meatless slider,” she says.
The Impossible Slider first premiered at 140 locations in New York, New Jersey, and Chicago in April. The new burger was an immediate hit, with sales more than 30 percent above forecast, according to White Castle. “Our market share is about 250 percent higher at places selling Impossible Sliders than the ones that aren’t selling them currently,” Ingram says. Based on the strong initial customer reaction, the company decided to roll it out across the country.
It’s now even considering an Impossible breakfast slider. “The sky’s the limit,” Ingram says.
“From a disruptive point of view, burgers are the right product to take on the meat industry,” says Impossible Foods Chief Executive Officer Patrick Brown. Data show ground beef accounts for about 60 percent of beef consumption in the U.S.
White Castle is Impossible Foods’ biggest customer, but Brown views the partnership as just the first step in the company’s mass market evolution. “When we have production capacity, we have every intention of having our product sold at any fast-food chain that sells burgers,” he says.