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Source: impossible_foods/instagram

White Castle Is Now Offering Vegan Sliders With 'Bleeding' Meat

By Aimee Lutkin

A company called Impossible Foods has been working on a very special vegan burger for some time, and their recipe is entering the mainstream. That's because it has achieved the impossible—they make vegan meat that "bleeds." The juicy meat replacement is plant-based, but designed to have the same smell, consistency, and juiciness as a burger made from ground beef. And the company really thinks they've come close to creating a food that could overtake meat in the burger department, according to their CEO, Pat Brown.

"We’re after 100% of the market, not a niche of people avoiding meat or being health conscious," Brown told The Guardian. "To capture the whole market you have to deliver whatever it is that consumers value from that category of product. People have been making veggie burgers forever but not trying to make something that replicates the crave-able experience that meat lovers enjoy."  

Brown may not be far off. One of the most famous burger franchises in the U.S. is giving the Impossible Burger a shot in their sliders. White Castle has announced Impossible Sliders will be served at special locations in the New York, New Jersey, and Chicago areas, at 140 restaurants in all. Grubstreet reports that the sliders are a way for the company to test how their plant-based "meat" will do with a wider audience of consumers, and Brown says they'll be observing sales carefully to see how they can “popularize plant-based meat with mainstream burger lovers.”