Chef behind Burger King’s Impossible Whopper launches revolutionary plant-based chicken company

Author: Helen Greaves

Read Time:   |  4th August 2023

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Chef Michael Salem made waves with the Impossible Whopper at Burger King. Now, he's taking on a new challenge with the launch of Recreate Foods


Chef Michael Salem, renowned for creating the Impossible Whopper at Burger King, is now making waves in the plant-based food industry with the launch of Recreate Foods.

This venture-backed company is set to redefine plant-based chicken with its mouth watering flavours and textures, using non-GMO pea protein as its secret ingredient.

After an outstanding debut at a golf tournament, Recreate Foods is gearing up for wider distribution and availability through grocery retailers and e-commerce, thanks to support from Arizona-based companies and wholesale distribution deals.

Vegan chicken products

Drawing on his vast culinary expertise, Salem and his team are creating a delectable range of classic vegan chicken cuts, from breaded and unbreaded fillets to tenders, nuggets, and grounds.

What sets these plant-based alternatives apart is their exceptional flavour and texture, all achieved with the use of non-GMO pea protein.

Recreate Foods prioritises flavour in its product development. The company collaborates with top chefs, including Salem himself, to ensure an unparalleled eating experience that leaves a lasting impression.


Chef Michael Salem

As the former head of culinary innovation at Burger King, Salem’s passion for plant-based cuisine blossomed during his time at the company, leading to him moving from leading innovation at traditional fast food chains, to working with comedian Kevin Hart on his Hart House vegan fast food concept.

Chef Salem’s plant-based journey led him to develop the remarkable recipe that now forms the foundation of Recreate Foods.

Inspired by his own plant-based transition, from Burger King to Hart House, Salem was determined to make his product accessible to all.

With Recreate Foods, Chef Michael Salem introduces a chef-driven approach to top-tier, plant-based analogs, aiming to ‘bring innovation and flavour to plant-based chicken like never before.’

The rise of Recreate Foods

Recreate Foods made its grand debut at the WM Phoenix Open golf tournament in 2022, where it received glowing reviews from attendees.

The plant-based chicken proved to be a massive hit, selling out for the entire event. Now, the company is preparing to expand its reach, currently offering its culinary masterpieces exclusively to chefs and restaurants.

However, plans are underway for direct-to-consumer availability through grocery retailers and e-commerce, promising to bring these mouthwatering plant-based options to a wider audience.

Supported by Arizona-based companies, Creation, Flagstaff Ventures, and M Culinary, Chef Michael Salem leads as the president and co-founder of Recreate Foods.

The company has already secured wholesale distribution agreements with food service giants Sysco and Shamrock Foods Company, laying the foundation for rapid growth across various foodservice channels.

Hungry for more? Check out our ultimate guide to vegan chicken

Featured photo courtesy of @recreatefoods via Instagram

Written by

Helen Greaves

Helen has been vegan since 2018 and has a background in vegan food marketing and social media. She's mother to a mischief of rats, and loves to spend her spare time making vegan cakes and bakes.

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