McDonald’s Officially Debuts Vegan McPlant Range To Gauge Consumer Interest

McDonald's is testing its vegan McPlant range in Sweden and Denmark, beginning with a 'juicy, spicy, and plant-based' burger


2 Minutes Read

McDonald's Officially Debuts Vegan McPlant Range To Gauge Consumer Interest Pictured: McDonald's meat-free PLT burger that was trialed in Canada last year - Media Credit: McDonald's

McDonald’s is beginning to roll out its vegan McPlant range.

The fast-food chain is trailing a meat-free burger in Sweden, until March 15, and Denmark, until April 12.

The patty is described as ‘juicy, spicy, and plant-based’ and is made from pea and rice protein. It is served on a bun along with melted cheese, lettuce, tomato, onion, pickles, mayo, mustard, and ketchup. 

While the burger is plant-based and can be customized to not contain dairy, the patty is fried on the same grill as its beef counterpart. 

Vegan McPlant Range

Last year, McDonald’s announced it will test its plant-based burger in multiple markets during 2021.  

It says it will also test both breakfast sandwiches and chicken alternatives. 

Following the announcement of more vegan McDonald’s options, an expert has said the new range shows the ‘future of meat is plant-based’.

Chris Kempczinski is McDonald’s chief executive. In a call with analysts, he said: “Plant-based products are an ongoing consumer trend.

“It’s not a matter of if McDonald’s will get into plant-based, it’s a matter of when.”

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McDonald’s plant-based products 

McDonald’s international president is Ian Borded. He said: “As we have worked to better understand customer demand, some markets around the world have tested plant-based products.

“Informed by those learnings, we have created a delicious burger that will be the first menu option in a plant-based platform we are calling McPlant. McPlant is crafted exclusively for McDonald’s, by McDonald’s.”

He then added: “In the future, McPlant could extend across a line of plant-based products including burgers, chicken-substitutes, and breakfast sandwiches.

“And, we expect some markets will test the burger next year. We are excited about the opportunity because we believe we have a proven, delicious-tasting product. When customers are ready for it, we are ready for them.”

McDonald’s X Beyond Meat

The McPlant range will feature Beyond Meat. It has been confirmed the plant-based brand will help the chain develop meat-free alternatives to chicken and pork.

“Our new McPlant platform is all about giving customers more choices when they visit McDonald’s,” said Francesca DeBiase, McDonald’s Executive Vice President and Chief Supply Chain Officer.

“We’re excited to work with Beyond Meat to drive innovation in this space. And, entering into this strategic agreement is an important step on our journey to bring delicious, high quality, plant-based items to customers.”

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