Hungry Jack’s looks to reach flexitarian market


The free-from movement is one of the fastest-growing trends in Australia. Foods with health, lifestyle and ethical attributes such as gluten-free, no added hormones, free-range, plant-based and vegan have become more mainstream. The emerging trend is not driven solely by allergies or dietary intolerances, but by those who are wanting to make healthier lifestyle choices. Now Hungry Jack’s looks to reach this growing flexitarian market with plant-based Whopper

Hungry Jack’s has launched its plant-based Rebel Whopper which is available in all 440-plus stores nationwide.

Its patty is the result of Hungry Jack’s parent company Competitive Foods Australia teaming up with CSIRO and new plant-based meat start-up v2food. Developed and manufactured locally, and contains no genetically modified ingredients.


“There is a growing number of flexitarians and meat reducers who, while not necessarily vegetarian or vegan, welcome a plant-based option in their diet. The Rebel Whopper will appeal to these people without compromising on the taste our Whopper is known for and we hope to attract even more guests to our restaurants,” Hungry Jack’s chief marketing officer Scott Baird said in a media release.


Hungry Jack’s CEO Chris Green stressed the added choice the new item will provide for existing and new customers.


“Flame grilling is what sets the Whopper apart and the ability to flame grill a patty made from plants was a major challenge for the innovation team. But it was an opportunity that has now delivered a great tasting burger and we challenge people to tell the difference,” he said.


The Rebel Whopper is the latest of offerings by Hungry Jack’s in response to the global plant-based food trend. Last year saw the company introducing the Vegan Cheeseburger, whilst the classic Veggie Whopper was launched in 2001.

The Rebel Whopper retails for the same price as the Whopper and is now available at Hungry Jack’s 440-plus restaurants and via Menulog.