Assistant Professor: Consumer Movement and Fast-Food Giant

assistant professor: Louis area started offering the Impossible Whopper, a vegetarian version of its signature burger priced about a dollar higher than the original. ; Following the successful test run, Burger King announced it would introduce the meatless option nationwide by the end of the year, according to The Japan Times. Restaurants are really trying to tap into some of the growing consumer movement around shifting some of their diet or adopting a plant-based diet, said Aaron Adalja, assistant professor of food and beverage management at Cornell University. In early April, 59 of the fast-food giant's restaurants in the St. Amid soaring U.S. demand for meat substitutes a market that grew 23 percent in 2018 to exceed 760 million 83.1 billion in sales companies like Beyond Meat and Impossible Foods have been leading the charge to develop plant-based products that look and taste like meat. Founded in 2009, Beyond Meat uses a protein blend derived from mung beans, peas and brown rice in its Beyond Burger, with small amounts of beet and pomegranate for meat-like coloration. The offerings of these two California companies target a growing population of flexitarians, people who, for health and environmental reasons, have turned to plant-based foods as a replacement for some or most of their regular meat intake. (news.financializer.com). As reported in the news.