Last year seven vegans sued Burger King for allegedly deceiving customers into thinking it cooked plant-based patties for its “Impossible Whopper” on separate grills than those used to cook beef and chicken.
Monday a federal judge in Florida dismissed the lawsuit. U.S. District Judge Raag Singhal in Fort Lauderdale said the plaintiffs failed to show that reasonable consumers were deceived into paying higher prices because of Burger King’s actual cooking methods.
He said the plaintiffs did not ask about Burger King’s cooking method or request an alternative to satisfy their dietary requirements, and that the company’s advertising did not promise cooking on a different surface.
“Burger King promised a non-meat patty and delivered,” Singhal wrote. The judge also found the plaintiffs’ claims “too individualized” to justify a class action.
Impossible Foods Inc, which helped create the Impossible Whopper, has said it was designed for meat eaters who want to consume less animal protein, not for vegans or vegetarians.