(Adds details on market research)
SAO PAULO, Sept 3 (Reuters) - Burger King restaurants in Brazil will begin selling plant-based burgers developed by meatpacker Marfrig Global Foods SA in Sao Paulo city on Sept. 10, with a countrywide launch set for November, Marfrig said in a statement on Tuesday.
Marfrig’s non-meat hamburger, to be produced in partnership with Archer Daniels Midland Co., will sell for 29.90 reais ($7.26) in Brazil, the company said.
The burger has been dubbed the “Rebel Whopper” and responds to the fast-food chain’s market research indicating there is demand for new vegetarian products, Iuri Miranda, chief executive of Burger King in Brazil, told a press briefing on Tuesday.
According to the restaurant chain, a poll showed 69% of interviewees in Brazil declaring they were “likely or very likely” to buy a plant-based burger if offered at a Burger King, what it says is the highest percentage in the world.
China ranked second with 41% of respondents saying they were likely or very likely to buy a vegetarian burger, the executive said.
Miranda said Brazil’s fast food market is growing above the rate of inflation and is currently worth 400 billion reais. ($1 = 4.1196 reais) (Reporting by Ana Mano; Editing by Andrea Ricci)