The official launch will be at NYU’s Library, most likely at 4:00 p.m. Co-author Lisa Sutherland will be present. Details and registration to follow.

I thought this was an April Fool joke, but apparently it’s for real. According to The Guardian (and many other sources), Burger King will be serving this plant-based meat alternative.
Much has been said in favor of and opposed to the Impossible Burger.
I give Tamar Haspel credit for the most cogent comment:
