White Castle® and Impossible Foods roll out the Impossible Slider systemwide with multi-faceted partnership
After a successful pilot program in three regions, White Castle rolled out Impossible Foods’ plant-based burger at all Castles
White Castle becomes first nationwide fast-food chain to offer the Impossible Burger
Wu-Tang Clan’s RZA, GZA and Ghostface Killah answer fan questions from outer space in four-part online series, debuting October 3, 2018
Cravers rejoice! The @ImpossibleFoods Slider is now available at @WhiteCastle. #ImpossibleSlider, finally. Tweet
COLUMBUS, Ohio, and REDWOOD CITY, Calif. (October 3, 2018) -- The award-winning, plant-based burger from Impossible Foods is now available at all White Castle restaurants systemwide for $1.99, making White Castle the first nationwide fast-food chain to offer the Impossible Burger.
Hailed as “one of the country’s best fast-food burgers, period,” the Impossible Slider debuted in April at 140 White Castle locations in New York, New Jersey and Chicago. Based on the overwhelming success of the pilot program, White Castle - largely credited for inventing the slider - has expanded availability of the Impossible Slider to all 377 of its restaurants in 13 states -- from New York to St. Louis.
“Our Cravers definitely developed a hunger for the Impossible Slider,” said CEO Lisa Ingram, whose family has led White Castle for four generations. “Sales easily exceeded our expectations. The Impossible Slider is a hit with both loyal ‘Cravers’ and customers brand new to White Castle who are seeking out this buzz-worthy slider.”
The @ImpossibleFoods plant-based Slider has officially been seeded at @WhiteCastle locations across the US. #ImpossibleSlider Tweet
Often imitated, never duplicated
The Impossible Slider was an instant hit when it debuted in April and remains a social media phenomenon. More than 60,000 fans have signed an online petition for other fast-food chains to follow suit.
“White Castle is teaching us how to popularize plant-based meat and become a mainstream, mass market menu item and cultural icon,” said Impossible Foods’ Founder and CEO Dr. Patrick O. Brown. “This partnership is a big win for consumers, with the partnership of White Castle and Impossible Foods.”
The Impossible Slider is topped with smoked cheddar cheese, pickles, and onions and is served on a signature bun available individually for $1.99.
An All-Star Collaboration
To spread the good slider news (while simultaneously making a dent in cracking life’s big questions), Impossible Foods and White Castle have partnered with the Wu-Tang clan to debut a four-part online series, “Wu-Tang in Space Eating Impossible Sliders,” premiering October 3, 2018. The first episode can be viewed here.
The vision for the miniseries echoes Impossible Foods’ vision for having an impact so great it might be seen from outer space. The series stars Wu-Tang Clan members RZA (having uploaded his consciousness into the computer RZA 9000), GZA and Ghostface Killah aboard their spaceship — the Wu-F-O — orbiting Earth while answering questions left by fans at 1-833-4-SLIDER and eating White Castle’s new Impossible Sliders.
“We knew we wanted to set an idea in space for our partnership with White Castle,” said Sasha Markova, executive creative director at Impossible Foods. “At Impossible, we’ve become obsessed with the idea that it’s only when you go to space that you realize how beautiful earth is. Then we thought, who can we send up into space? Who are the people who most embody that philosophy? And, in the midst of a crazy time on planet earth, who are the people who might have the answers? We knew it immediately. The Wu-Tang Clan.”
The “Wu-Tang In Space Eating Impossible Sliders” series debuts at 11 a.m. PDT and can viewed here. Fans of the show are being asked to share thoughts (any and all) with Impossible Foods, White Castle and the Wu via social media with the hashtag #ImpossibleSlider and to view the content while eating a delicious plant-based Impossible slider at the nearest White Castle.
From white glove...to White Castle
Impossible Foods’ mission is to eliminate the need for animals in the global food system. The company makes meat directly from plants -- with a much smaller environmental footprint than meat from animal cadavers. The company’s flagship product debuted in 2016 at Chef David Chang’s lauded restaurant Momofuku Nishi in Manhattan.
The Impossible Burger is produced without hormones, antibiotics, cholesterol or artificial flavors. And its production requires less than a quarter of the water, less than 5% of the land and generates less than an eighth of the greenhouse gas emissions required to produce the same quantity of ground beef from cows.
White Castle, founded in 1921, is now the first nationwide fast-food chain to offer the Impossible Burger. Impossible Foods will continue to roll out its plant-based meat in restaurants and other foodservice locations nationwide, then in retail locations.
Stop reading this news release and sink your teeth into an Impossible Slider. Find the nearest White Castle at www.whitecastle.com.
About Impossible Foods:
Based in Redwood City, Calif., Impossible Foods makes delicious, nutritious meat and dairy products directly from plants -- with a much smaller environmental footprint than foods from animals. The privately held company was founded in 2011 by Patrick O. Brown, M.D., Ph.D., Professor Emeritus of Biochemistry at Stanford University and a former Howard Hughes Medical Institute investigator. Investors include Khosla Ventures, Bill Gates, Google Ventures, Horizons Ventures, UBS, Viking Global Investors, Temasek, Sailing Capital and Open Philanthropy Project.
About White Castle®
White Castle, America’s first fast-food hamburger chain based in Columbus, Ohio, has been making Bold Moves™ as a family-owned business for more than 97 years. The company was founded in Wichita, Kansas, in 1921 serving The Original Slider® which was named the most influential burger of all time in 2014 by Time. Today White Castle owns and operates nearly 400 restaurants in 13 states. White Castle’s commitment to maintaining the highest quality products extends to the company owning and operating its own meat processing plants and bakeries as well as three frozen food processing plants. The retail division markets White Castle signature products in grocery, club stores, convenience stores, vending operations and concessions across the United States and in a growing number of international locations, including military base exchanges around the world.
Cravers on-the-go can access sweet deals and place a pick-up order any time in the official White Castle app. Download the app today from the iTunes App Store or Google Play. For more information on White Castle visit www.whitecastle.com.
Impossible Foods: Jessica Appelgren, [email protected]
White Castle: Graham Shippy, [email protected]