Dictionary Thesaurus Word Dynamo Quotes Reference Translator Spanish

BK Veggie

The BK Veggie is a vegetarian soy-based meatless sandwich that is served at Burger King restaurants. The sandwich is not vegan, as it has dairy components. It is one of BK's health conscious oriented menu items.

Product description

The BK Veggie is made with mayonnaise, lettuce, tomato, and ketchup served on a sesame-seed bun. Optional ingredients upon request include cheese, onion, and mustard.

Aliases and international naming

In Australia it is part of the BK Baguette line of sandwiches.
In the United Kingdom, the BK Veggie is called BK Veggie Burger.
In Germany, it is called "Country Burger".

Classification

In UK outlets of Burger King, the BK Veggie has been approved by the Vegetarian Society Subsequently, on the menu boards, a 'Vege society approved' logo is shown next to the item name. In the US the sandwich was approved by PETA, who not only welcomed the BK Veggie as a way to give vegetarians more choice, but also hailed the company's recent agreement with the group to seek out suppliers that employ humane treatment methods in raising their animal stock.

History

The product was first introduced in 2002, shortly before the company's acquisition by TPG Capital, L.P., as part of a menu expansion that included a revamped King Supreme and other products designed to better compete with a similar planned menu expansion at McDonald's early the next year. It was originally prepared in the same manner as a Whopper, a flame-broiled veggie patty with mayonnaise, lettuce, tomato, pickles, onion and ketchup served on a sesame-seed roll. At the time the sandwich was vegan if the customer asked to have it cooked in a microwave oven, otherwise it was not considered vegan because it was cooked on the same equipment as the burgers and chicken. At the time of its introduction, the sandwich was hailed by many as a way to not only give vegetarians more options, but as a healthy alternative that gave all consumers more choices in meal options. The Center for Science in the Public Interest lauded the sandwiches low fat and low sodium content, but derided the companies other menu items introduced at the time that it claimed as being unhealthy.

In late 2004, BK (US) entered into a partnership with Kellogg's Morningstar Farms division to offer a soy-based meatless patty. The sandwich was reformulated not to include pickles and onions, and in order to address concerns raised by vegetarian groups, the cooking method was also changed to microwaving to prevent cross-contamination with meat products.

Advertising

The use of a corporate cross-promotion helped drive sales by giving The Morningstar Farms brand increased exposure and sales opportunities, while Burger King promotes an existing, trusted brand name which aids marketing efforts and can encourages consumers to try the BK Veggie.