Burger King Thailand caused controversy amongst the Bangkok vegans and vegetarians online community with the latest launch of their new “plant-based” whopper when one community member dug further for more details about their new “0% beef” product. 

“When you say plant-based, does it mean the bun and sauce are dairy free as well?” questioned one community member in which Burger King Thailand replied that they are not. This answer triggers many foodies “You shouldn’t call this plant-based then, as this may lead to misunderstanding for us vegans. Before coming out with advertising, please educate yourself about what plant-based means, if only the patty is plant-based you should call it vegetarians instead,” said one community member. “Plant-based meat (doesn’t contain meat or any animal products) and plant-based milk (doesn’t contain dairy)… So why would a plant-based burger contain any animal derived ingredients? I’m not sure I understand your logic??” voices another user.

This discussion sparks debate on the internet about what it means to have a plant-based diet. “Plant-based doesn’t mean you can’t have animal products, it just means you predominantly chose to have food that comes from plant sources,” said one user in defense of the campaign, while many community members agree with the first comment calling Burger King out for their misleading campaign. “Consumers have the right to know what they are eating is suitable for them or not. Providing incomplete information or misleading consumers with false claims often damages a brand’s value and as consumers we don’t expect such a mistake from a big brand like Burger King,” added community member, while one member voices that the company should “stop misleading the ignorant public,”

burger king plant-based
Credit: Burger King Thailand Official Facebook

Besides the buns and sauce not being completely vegan, the cooking method for the patty itself caused backlashes amongst the vegan community in the UK as well. According to this article, even though the patty itself doesn’t contain meat, it has been cooked on the same grill that cooks beef and chicken which make it ‘impossible’ for vegans and vegetarians to have. However, customers can request the patty to be prepared in the oven separately according to Burger King’s spokesperson.

While some sources claim that the launch of this burger is not to primarily target the vegans and vegetarian community, but rather aim to convert meat-eater and cater to flexitarian, at the end of the day consumers should be well informed about what they’re putting in their belly, meat or veg.