Meat. The End (MTE), an Israeli plant-based meat startup, has partnered with Burger King Israel to roll out plant-based Whopper and nuggets at Burger King pop-up store in Dizengoff Center, Tel Aviv.

The pilot launch will operate for a week after which the plant-based products–specifically designed for Burger King by MTE–are expected to make an appearance on the permanent menu across nine locations of Burger King in Israel’s Gush Dan region starting next month.

Meat. The End (MTE), founded in 2020, develops texturized protein ingredients (TPI) and plant-based meats using unique extrusion processes and protein treatments. The company filed for its first patent in 2021 and has collaborated with multinational food companies, with Burger King being it's first. MTE was selected by the European Institute of Innovation and Technology as one of the most promising startups of 2020.

AnalystQuickTake: Burger King has previously partnered with various plant-based producers including LaVie (France) , Impossible Foods (the US), The Vegetarian Butcher (Europe, the UK, Middle East , Mexico ), and v2Food (Asia-Pacific region and Hungry Jack’s Australia) to launch plant-based versions of the whopper and other menu items. The company also trialed a fully vegan restaurant in London in March 2022 as a part of its initiative to go 50% meat-free by 2030.