This formulation was developed exclusively for Burger King, based on a specific flavor profile and ingredient base, as the Home of the Whopper sought to avoid the veto vote—the one non-meat-eater in a group that may sway it away from the fast food experience.
Look for more such development from this division of Kellogg, as a range of veggie burgers are available for foodservice, including hamburger style, veggie style, flavored veggie burgers and vegan burgers. Not that the company is solely focused on veggie burgers; Kellogg's Food Away From Home represents the company's efforts to expand all of its brands into the foodservice arena. Those famous brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Nutri-Grain, Rice Krispies and Famous Amos.