News

White Castle next-gen Impossible Slider promises beefier-taste, no cow needed

January 8, 2019

That little darling of the molecular science world, the Impossible Burger, has reappeared in new and improved form, promising more meat-like flavor than ever with absolutely no cow involved. To prove it, White Castle debuted the next-generation Impossible Burger in, of course, Las Vegas this week.

That's when the parent brand of the slider, Impossible Foods, rolled out the new-and-improved Impossible slider at stores on the Vegas Strip, downtown Las Vegas, and in the nearby town of Jean. Over the next few months, the new slider will slip its way into all 377 White Castles nationwide, a news release said. 

"White Castle is Impossible Foods' largest customer so far. ... " Impossible Foods' COO and CFO David Lee, said in the  release. "There was never any doubt White Castle would get first priority for the national rollout of our new recipe."

The big unveiling of the lab-created burger occurred at this year's International Consumer Electronics Show in Vegas, as part of the show's focus on sustainability. The new slider and its Impossible Burger source is more like meat than ever, according to Impossible Foods, in taste, nutrition and versatility. 

Impossible Burger debuted about two years ago at Momofuku Nishi in Manhattan and is now served in more than 5,000 U.S. and Asian locations. This past April, White Castle debuted the Impossible Slider in three key regions, and sales were 30 percent higher than White Castle's original expectations. White Castle CEO Lisa Ingram said the Impossible Slider increased market share 250 percent over White Castle locations that did not serve it, so the chain expanded the offering to all restaurants in 13 states.