New York (CNN Business) Burger King is going big on plant-based meat.

In August, the burger chain started selling the Impossible Whopper throughout the United States . The meatless version of its signature burger has been so successful that Burger King is launching a plant-based "Rebel" Whopper across Europe, and it's testing more plant-based options, including the Impossible Whopper Jr. and a new Impossible Burger, in the United States.

Restaurant chains have been enthusiastically adding plant-based options to their menu to attract eaters who want to reduce their meat intake for health and environmental reasons. That demographic has been helping to drive a potentially lucrative sector: Barclays predicts that alternative meat could reach about $140 billion in sales over the next decade, capturing about 10% of the global meat industry.

The success of the Impossible Whopper inspired Burger King to test more plant-based options.

For Burger King, the bet on plant-based meat has been extremely successful.

Restaurant Brands International QSR During an analyst call discussing third quarter results for, which owns Burger King, CEO José Cil called the Impossible Whopper "a huge hit," adding that the burger "has quickly become one of the most successful product launches in Burger King's history."

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