Longtime vegetarian and animal rights activist actor and producer Ricky Gervais ate the vegan Impossible Burger on “The Late Show” with host Stephen Colbert. Sort of ate it, that is.
In the show’s “Personal Space” segment where Colbert invites guests into his personal space — a cardboard box with two holes cut out so the guests and host can put their heads inside — Colbert asked Gervais if he was hungry.
“Are you getting hungry?” Colbert asks.
“What do you mean?” Gervais replied.
“You’re vegetarian, right?” Colbert asked Gervais, who confirms he doesn’t eat meat. “Definitely,” Gervais exclaims.
The Impossible Burger
Colbert then asks Gervais if he’s tried the Impossible Burger – the popular vegan patty now offered at a number of popular fast-food chains including Burger King’s Impossible Whopper.
Gervais says he has not tried the burger yet. Colbert brings one into the tiny box and takes a bite. He then asks Gervais to open his mouth so Colbert can feed him the burger.
While the two comedians don’t actually eat the vegan burger, millions of people already have — and most of them aren’t vegetarians like Gervais.
Recent data found that more than 216 million vegan burgers have been eaten so far in 2019 – just by meat-eaters. The Impossible Burger and its chief rival – the Beyond Burger – are leading the consumer shift toward vegan meat. With placement in a growing number of restaurants and supermarkets, the burgers are appealing to meat-eaters because of their decreased impact on the environment, human health, and animals.
And some fans say the burgers taste “just like” traditional beef burgers. Both are made to look, cook, and taste like beef, right down to the “bleeding” pink hue from beets.
The Impossible Burger has garnered support from a growing number of celebrities including musicians Katy Perry and Jay-Z who recently led a funding round into the brand. Members of the rap group Wu-Tang Clan appeared in ads for the vegan patty served in White Castle sliders.
Gervais isn’t just a fan of having vegan food thrown at his face — he’s also been a vocal opponent of animal cruelty, speaking out against animal testing, circuses, and the dog meat trade.