Menu of Options

Protein choices are a whopper of a good idea for consumer creativity

By Aaron Putze, APR

Americans love options. A la carte vs. all-inclusive. Pay up front or as you go. Basic or expanded. Rare or well done. Diet or regular. Pickup or delivery.

The choices are endless, and that benefits consumers and businesses.

Over the years, providers of everything from entertainment, appliances and toothpaste to vacation destinations, flavored water and yes, even toilet paper, have gotten creative. The meteoric rise in choices (have you taken inventory lately of the number of breakfast cereal options at your local Fareway and Hy-Vee stores?) is the result of greater purchasing power, improved logistics and relentless ingenuity. It’s also proof of the resiliency of U.S. farmers to meet any demand.

Marketers have embraced the continuous rollout of new product attributes. But for a different reason. They are keenly aware that product changes have publicity value. In a crowded field in the competitive world of retail, differentiating your hot dog or mayonnaise from the competition can boost sales.

Few industries have been impacted more by fierce market competition and changing consumer preferences than fast food. To stay hip and appeal to the latest trends and preferences, Kentucky Fried Chicken, McDonald’s, Sonic, Subway and countless others have updated their menus to reinvent their image and boost bottom lines.

One of the most notable product launches of the past year was Burger King’s Impossible Whopper. The plant-based patty was billed as a complement to the original Whopper made from beef.

The introduction of the Impossible Whopper on April 1, 2019, generated a great deal of buzz. Some in the agricultural and food health communities voiced concerns (and rightly so) about claims the Impossible Whopper was a healthier alternative to its older cousin (it isn’t). Others were intrigued by claims the plant-based offering could taste and appear like beef. Nearly everyone was skeptical.

I was all of the above.

So, on the heels of the sandwich’s one-year anniversary and as a topic for this edition of Fresh Pickings, I sampled it for myself at a local Burger King. I was fully aware of the controversy that had accompanied its launch. I had seen the commercials and read the product reviews. And as a farm kid who loves meat, I overcame my personal and philosophical distaste about making a patty out of anything but beef, pork, chicken or turkey. For the taste-testing to be as authentic as possible, I even indulged with a side of fries and large Coca-Cola.

The verdict? The Impossible Whopper exceeded my expectations (I must admit the bar was set relatively low). Its appearance and aroma were like its counterpart and the initial taste was good enough. But the patty did feature a bit of an aftertaste (not over the top, but one nonetheless) and its texture was a tad rubbery. The Impossible Whopper was also $1 more than the original and just 30 fewer calories (630 vs. 660).

While the introduction of more plant-based foods and the marketing claims that accompany them have caused static from time to time in the food world, providing consumers more options is optimal.

This is especially true for protein. It plays an essential role in global nutrition, regardless if it’s animalor plant-based. Soybean farmers have long recognized the synergies, evident by the launch of a “proteinfirst” initiative in 2019, reinforcing the critical role soy plays in global food security.

Offering a reliable supply of highquality protein is essential as the world population grows. Protein provides lifesaving nutrition for people, particularly those who face economic challenges and have limited options for accessing meat, fish or dairy.

Rather than “this or that,” I think conversations about protein should be about “all of the above.” Whether sourced from animals or plants, protein is essential to balanced diets and nourishing the world as we grow from a population of 7.4 billion today to an estimated nearly 10 billion by 2050.

As further proof that all proteins can live in harmony, retail data shows that traditional beef Whopper sales have increased since the Impossible Whopper launched.

Indeed, American consumers love options, even the iconic Whopper.

Aaron Putze, APR, serves as Sr. Dir., Information and Education for the Iowa Soybean Association. He was raised on a farm near West Bend and lives in Waukee with his wife Crystal and children Garrett, Grant and Jaelyn.

Photo by Joseph L. Murphy