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Fast-casual Habit Burger Grill debuts limited-time Original Impossible Burger, Bistro Burger

Habit Burger adds plant-based LTOs in June

The Habit Burger Grill added a new Original Impossible Burger and Impossible Bistro Burger to the menu as part of a new agreement with Impossible Foods. For a limited time, the Yum Brands fast-casual chain is expanding its plant-based selections to increase choice for flexitarians and vegetarians dining at its restaurants. Both meatless burgers are timely as plant-based popularity is on the rise with consumers.

Consumer appetite for plant-based food is definitely growing, even on a flexitarian basis: 16 percent of consumers have purchased plant-based dairy or meat alternatives, according to research firm NPD. And plant-based alternative foodservice sales are growing 30 percent year-over-year.

The Original Impossible Burger features caramelized onions, melted American cheese, atop green leaf lettuce, and tomato on a toasted sesame bun. For an upscaled experience, the Impossible Bistro Burger comes with its signature caramelized onions and melted, aged, white cheddar cheese dressed in green leaf lettuce, a housemade tangy secret sauce, and tomato on a toasted, sweet brioche bun. The Habit Burger will also make additional, customized made-to-order options available.

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“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,” said Iwona Alter, Habit Restaurants chief brand officer. “Our culinary team has created unique combinations of flavors to ensure these burgers satisfy all our customers’ cravings regardless of their dietary preferences.”

[Related article: Yum Brands moves to acquire Habit Burger]

The Habit Burger Grill Original Impossible Burger retails for $6.99 and the Impossible Bistro Burger costs $7.99. The Yum Brands wholly-owned subsidiary operates and franchises 265 restaurants in 13 states.

Photo credit: Impossible Foods (featured preview image of Impossible burger)

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