The new burger, which is aimed at flexitarians, features a patty made from pea-protein, cheese, crisp lettuce, fresh tomato, pickle, onion, ketchup, and mayo on a toasted bun.
‘The best plant-based burger’
According to Radio Canada International, Senior Director of Marketing at Wendy’s Canada Lisa Lisa Deletroz said: “Plant-based product offerings have become an expectation of Canadian consumers.
“We developed a flexitarian option the Wendy’s Way, using high quality, flavorful ingredients and this resulted in what we believe is the best plant-based burger available to Canadians.
“No one does food like Wendy’s, and the idea of offering the same product as other competitors was simply not an option for the Wendy’s Canada team.”
‘The Wendy’s way’
Last year, the chain suggested it would launch plant-based offerings in the future after being asked how it could compete with other outlets.
CEO Todd Penegor said: “Clearly there is growth out there in plant-based proteins and we believe that it is a trend that will be here to stay. We’re taking a hard look at what the options would be for us at the restaurant.
“We want to do it the Wendy’s way. Something that is unique to Wendy’s. Our culinary team continues to look at various options. [Plant-based protein] is probably something we need to look at, and will look at, into the future.”
*The Plantiful is explicitly labeled as ‘not vegan, but plant-based’ by Wendy’s as it is cooked on the same grill as meat. It also comes with cheese and mayo unless customers request to omit these items.