Brazilian Burger Chain Unveils Burgers In Edible Wrappers

Categories: Wake Up Call

EdibleWrapper.jpg
Screen Cap: Ad Week
The cutting edge of burger condiments: Tasty wrappers.

A fast food burger chain in Brazil has released a burger with a completely edible wrapper, and the video is both fascinating and horrifying -- without context. According to Comunicadores, the stunt was meant to demonstrate that the the burgers were so very delicious that people simply couldn't stop themselves from plowing right through the wrapper and into the burger.

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The burger in question came from the chain Bob's, not be confused with the popular TV show with a very similar theme. Comunicadores further reported that the wrappers couldn't have been half bad because customers comfortably ate their way through the entire stock of the one-off product.

Of course edible wrappers aren't exactly completely unheard of. Japanese Botan Rice Candy has been wrapped in an edible rice paper inner liner for years. Companies like WikiCells have been researching more hardy edible wrappers, wrappers capable of both protecting food and making it through your digestive system without too much trouble. And here in the states, the Los Angeles based food truck CoolHaus has been rocking edible wrappers on their ice cream sandwiches for years.

Still, it gives you pause. If the point of the wrapper is to keep disgusting things from finding their way onto your meal, do you really want to eat that?

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2 comments
BigJonny
BigJonny

@phoenixnewtimes @ChowBellaPHX You mean the bun?

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