White Castle’s Impossible Sliders are now available in vegan-friendly form as the U.S-based fast food chain revamps its strategy to tap into the vegan market.

White Castle teamed up with popular hip-hop band Wu-Tang Clan in an unlikely partnership to market the popular burger called the Impossible Slider prior to the launch of its vegan-friendly version at its locations throughout the country. One of the band members known as RZA promoted the Impossible Slider burger in an Instagram video.

“Peace. My name is RZA9000, formerly known as the RZA. I have uploaded my consciousness into a supreme data system and now I possess the knowledge infinite,” RZA said in the video. “Together with the Wu-Tang Clan, we will slide through space, seek wisdom, and expand the parameters of the mind. If you are an Earthling and you need answers, call 1-833-4-SLIDER.”

RZA’s presence in the video was also quite fitting because he is a long-time vegan and therefore ideal for the promotional content. It makes more sense to reach out to the vegan community through someone who is also vegan. There are 140 White Castle locations that sell Impossible Sliders Chicago, New Jersey, and New York.

Replacing l-cystine

Each Impossible Slider costs $1.99 and some of its components include onions, pickles and smoked cheddar cheese placed on buns. The burgers also contain plant-based burger patties made by Impossible Foods. Customers can opt to purchase the burger without the cheddar cheese. White Castle eliminated l-cystine from its buns about three years ago as part of the vegan movement.

Lisa Ingram, the CEO of White Castle stated that her company was the first fast-food chain to offer the Impossible Burger to its customers. She also noted that the move highlights the innovative nature of the company. The company has maintained an innovative culture since it was founded in 1921. The Impossible Burger made its debut at numerous major restaurants in 2016 and already has about 1,300 points of distribution so far.

White Castle’s vegan venture

White Castle is one of the retail and fast food restaurants that offer the Impossible Burger and this is a significant step towards inclusion through the diversification of its offerings. The fast-food chain hopes that the burger will appeal to the vegan community which has previously been left out as most restaurants focused on foods made with animal products.

White Castle is just one of the few mainstream restaurants that are restructuring their services to accommodate to the vegan community which has been growing rapidly. It is clear that the group can no longer be ignored and thus the companies have to respond to the changing market.