Burger King's new plant-based burger is not suitable for vegans.
The burger is cooked on a meat grill which means that many vegans will refuse to eat it.
Burger King chain is advertising the Rebel Whopper as a “flexitarian” option created for customers trying to reduce their meat intake without cutting out animal products entirely.
“We wanted our first plant-based Whopper to replicate the indulgence and flame-grilled taste of the real thing as closely as possible, and we’re thrilled with the result,” said Burger King marketing director Katie Evans.
The new sandwich contains a soy-based patty created in collaboration with meat-free food company the Vegetarian Butcher. It is served with tomatoes, lettuce, pickles, onion, ketchup and a traditional mayonnaise which contains eggs.
Despite the controversy, Veganuary supports the launch of the Rebel Whopper.
In a statement, the charity said the burger was not “aimed at existing vegans”, but instead at those “who want to reduce their meat consumption for health or environmental reasons or are considering going vegan”.
“We know that most people go vegan to spare animals from suffering and/or reduce their environmental impact,” they added.
“Eating a plant-based burger – whether cooked on the same grill as a meat one or on a separate vegan grill – will have exactly the same impact for animals and the planet.”