fbpx
topimg

Burger King Banned From Advertising Burger as “100% Plant Based”

The UK Advertising Standards Authority has reprimanded the brand after it mislead consumers with its "Rebel Whopper" burger Launch

The burger was launched to coincide with the increasingly popular "Veganuary" trend, which encourages participants to adopt a plant based diet, free of animal products, at the beginning of each year. Veganuary 2020 saw 400,000 people sign up worldwide, and Burger King hoped to participate with the Rebel Whopper, which was advertised as "100% Whopper. No Beef".

However, the British ASA has ruled that the advertising campaign failed to mention that the burger was technically not suitable for vegans or vegetarians as it is cooked on the same grill as the traditional meat-based burgers. The advertisement also failed to inform consumers that the burger was served with an egg-based mayonnaise, which contradicts the companies claims of a 100% plant based product.

The ASA stated that "Because the overall impression of the ads was that the burger was suitable for vegans and vegetarians when in fact it was not, we concluded that the ads were misleading."

BKUK Group Ltd, the chain's parent company, said the small print indicated the burger may not be suitable for vegans or vegetarians, and that this had been communicated to journalists, on social media posts and in dialogue with customers. Burger King UK stated on Twitter and Facebook upon launch that "Ts & Cs Apply" and that within those terms and conditions, it stated that the burger may not be suitable for vegetarians and vegans.

BKUK also stated that the product itself consisted of a 100% plant-based patty supplied by the Vegetarian Butcher and that a customer who did not want mayonnaise could exclude it from their order. However, the Advertising Standards Authority found that the small print qualification of "cooked alongside meat products" was not sufficiently prominent to counter the impression that the burger was suitable for vegetarians and vegans. It added the small print did not refer to the presence of egg mayonnaise and was missing from one Facebook advert completely. It ruled the advert must not appear in its current form again.

Be Part Of The Sustainable Revolution!

Have you heard of The Earthy Marketplace yet? It aims to be the first of its kind All-Ireland Resource Hub for Conscious Consumerism. The Earthy Marketplace is a unique concept with a broad and ambitious scope to help promote conscious businesses Ire...

Ashton Kutcher Invests in Lab-Grown Meat Company

In celebrity news, Ashton Kutcher has invested in cultured meat company MeaTech 3D. MeaTech is an Israeli company, which aims to provide a more sustainable ‘meat’ solution, by developing an industrial cultured meat production process, usi...

Dr. Oetker Launches First Ristorante Vegan Pizza

One of the nation’s top frozen pizza brands, Dr. Oetker’s Ristorante, carried out its own research, surveying 600 Irish people and found that over 50% of respondents, aged 18-55, would describe their diets as Flexitarian, while 88% would consider...

A Guide to Milk Alternatives

A Guide to Milk Alternatives Introduction We now live in a world full of alternative food and drink options created to cater for all kinds of diets and lifestyles. These days it’s common to find a range of dairy alternatives in a dedicated aisle at...

A Guide to CBD Oil for Plant Based Eaters & Vegans in Ireland

This article will guide any person following a plant based or vegan diet through the CBD market place. We will look at the ingredients of CBD oils and other CBD products so that you can be sure no animal derivatives are present in the CBD option you ...

Harvest Day Expands To Offer Nationwide Deliveries of Fresh Organically & Naturally Grown 100% Irish Produce

Harvest Day is now offering weekly and fortnightly deliveries of freshly picked organic 100% Irish produce direct to customers’ doors

EU Amendment 171 May Censor Plant Based Dairy Phrases & Packaging

The EU is currently debating draft legislation that, if passed, would have a dramatic impact on the labeling, marketing, and sales of plant-based foods across the continent

Nibbed Cacao: High Quality, Hand-Made Plant Based Chocolate

A brand new Irish Cacao Start-up, Nibbed Cacao, is bringing ethical, high quality, delicious cacao products to Irish consumers with their range of Teas, Chocolate Bark, Nibbles and more available from their website & stores nationwide

One Quarter Of Meat Substitutes Have Insufficient Protein – Safefood

A SafeFood Ireland report on vegetarian meat substitutes found that 28% or just over one-quarter of the 354 meat substitute products tested did not contain either high amounts of protein or could be considered an alternative source of protein. As a r...

IKEA Adds Further Plant Based Products To Menu

The Swedish Furniture Giant Has Added More Plant-Based Options To Further Expand Its Vegan Menu Offerings For Veganuary And Beyond IKEA is widening its plant-based and vegan options for customers who visit their in-store cafeterias, a spokesperson fo...