Burger King Sweden Doesn’t Tell You if You Are Getting Plant-based or Meat

​In June 2019, Burger King launched their Rebel line, a line of plant-based burgers. To give the launch a boost, the ’50 -50 menu ‘has been launched in Sweden. Guests who order a burger from this menu do not know in advance whether they will be served the animal or vegetable variant, the kitchen system randomly selects what will be served. In Burger King’s own words, the taste and structure of the vegetable Rebel Whopper and the Rebel Chicken King cannot be distinguished from the meat variant.

Daniel Schröder, marketing director for Burger King Sweden “With the 50/50 Menu, we hope that more people dare to try them. And hopefully have fun trying to figure out which one they got. ” Afterwards, customers can find out which citizen they had via a code on the packaging. The 50-50 menu is now available in all branches of Sweden and will soon be launched throughout Europe.

Read more here

Our mission is to help accelerate the transition to a more sustainable food system, by including the consumer as equally relevant stakeholder.

We offer accessible and clear consumer insights that help all actors in the food chain to effectively support & seduce the consumer to make the sustainable food choice.

Laan van Meerdervoort 36 - 2517AL - Den Haag - The Netherlands - Info@futureoffood.institute