New York (CNN Business) Burger King will start selling its meatless Whopper across the United States on August 8, the biggest rollout for Impossible's plant-based product.

Interest in plant-based protein has surged as many people try to reduce their meat intake for health or environmental reasons. US retail sales of plant-based foods have grown 11% in the past year, according to a July report from trade group Plant Based Foods Association and the Good Food Institute, a nonprofit that supports plant-based businesses.

The Impossible Whopper has been performing well, Chris Finazzo, Burger King's president for the Americas, told CNN Business.

"It's driven new guests into the restaurant," he said, noting that most of those customers either haven't been to a Burger King in a long time or haven't visited one at all. "We're really excited to be able to attract that customer."

The Impossible Whopper will be available nationwide on August 8 for a limited time.

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