IRVINE, CALIF. — Yum! Brands, Inc. is partnering with Impossible Foods to launch two plant-based innovations to the Habit Burger Grill menu.
The Original Impossible Burger and Impossible Bistro Burger debuted in select locations beginning June 8.
The original Impossible Burger comes with caramelized onions, melted American cheese, green lettuce and tomato on a toasted sesame bun. The freshly seared Impossible Bistro Burger comes with caramelized onions, melted aged white cheddar cheese, a special house-made tangy secret sauce, lettuce and tomato on a toasted sweet brioche bun.
“We understand our guests look to us for the latest product innovations and offerings and recently plant-based burgers have been especially popular,” said Iwona Alter, chief brand officer of Habit Restaurants, LLC. “We are excited to introduce elevated and classic flavor choices with the Original Impossible Burger and the Impossible Bistro Burgers but done ‘The Habit way.’ Our culinary team has created unique combinations of flavors to ensure these burgers satisfy all our customers' cravings regardless of their dietary preferences.”
Yum! Brands acquired the California-based fast casual chain’s parent company for $375 million in cash in January. The pair of Impossible Burgers follows a recently announced partnership with Beyond Meat to test meat substitutes at select KFC, Pizza Hut and Taco Bell locations in China.
“We see great potential for the plant-based meat market in China,” said Joey Wat, chief executive officer of Yum! China. “This latest introduction across KFC, Pizza Hut and Taco Bell brands is expected to capture valuable consumer feedback across different regions in China.”