Burger King Sweden has launched a new scheme in which it will not tell customers if they are eating a plant- or meat-based meal, challenging them to tell the difference.
Risking the wrath of militant carnivores, Burger King restaurants across all of Sweden will be switching some of their normal Whopper and Crispy Chicken burgers with their new meat-free Rebel Whopper and Rebel Chicken King burgers if purchased from their 50/50 menu.
When ordering off the new menu, customers will randomly receive either the plant-based alternatives to the original Whopper or chicken burger or the original meat ones. Burger King Sweden said there are no discernible differences in appearance of the burgers and is confident people will not be able to tell which is which even after tasting it.
The only way to confirm if you have a plant-based or meat patty is by scanning a code on the box via the Burger King app. You still need to guess what you think it was before you get the correct answer.
“We are really proud of how hard it is to tell our plant-based burgers apart from real meat. 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,” Daniel Schröder, marketing director for Burger King Sweden, said in a statement.
The campaign is made with creative agency Ingo Stockholm, which has been Burger King Sweden’s lead creative partners since August 2018.
The Rebel Whopper and Rebel Chicken King were introduced in Sweden earlier this month and will soon be rolled out to other countries in Europe.
There are currently no plans to introduce a similar patty-swapping scheme in the U.S.
Following the successful introduction of its meat-free Impossible Whopper, Burger King announced that it will be introducing the plant-based burger to more cities.
Currently, the Impossible Whopper is only available in St Louis, Missouri; Columbus, Georgia; Montgomery, Alabama; Baltimore, Maryland; as well as Miami, Florida; San Francisco and Las Vegas.
Burger King previously said they hope to introduce the Impossible Whopper nationwide by the end of 2019.
“The Impossible Whopper test in St Louis went exceedingly well and as a result there are plans to extend testing into additional markets in the very near future,” the company said in a statement, reported Chew Boom.