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Burger King’s Israel is serving plant-based Whopper and vegetarian “chicken” nuggets developed specifically for them by the Israeli startup, “Meat. The End” (MTE) starting this week at its Tel-Aviv pop-up branch.
The startup aims to solve the texture aspect of eating plant-based “meat” to make it closer to the real thing.
According to MTE founder Dr. Yishai Mishor, while many food tech companies out there have achieved success in the taste factor, the texture has lots of room for improvement.
He added that the imperfect texture of plant-based meat items is a “roadblock to consumer satisfaction,” noting that“100% of meat-eating tasters can tell whether a product is a real meat or alternative meat.
MTE uses existing extrusion technology, the process of making a shaped object like a burger patty, and infuses it with proprietary steps throughout the production line to produce a texturized protein ingredient (TPI) or textured vegetable protein (TVP).
Burger King Israel is MTE’s first big client.
