McDonald’s McPlant burger is now on the menu in Denmark and Sweden.
The fast-food chain began trialing the new menu item in January.
According to Bloomberg, the meatless burger contains a pea protein-based patty by California-based food tech company Beyond Meat. The burger features lettuce, tomato, pickles, onions, mustard, and ketchup, as well as conventional mayonnaise and cheese. McDonald’s also prepares the patty on shared equipment.
In Sweden, McDonald’s is currently testing the plant-based burger in Linköping and Helsingborg. The company aims to launch the McPlant nationwide.
“By being the market where McPlant is tested, we are given the opportunity to show that a plant-based burger has great potential on McDonald’s menu,” Joachim Knudsen, CEO of McDonald’s Sweden, said in a press release.
McDonald’s will trial the McPlant in Sweden until March 15 and in Denmark until April 12.
McDonald’s McPlant Burger
In November 2020, McDonald’s international president, Ian Borden, hinted at the launch of a burger featuring a vegan patty during an investor meeting.
“McPlant is crafted exclusively for McDonald’s, by McDonald’s,” he said at the meeting. “In the future, McPlant could extend across a line of plant-based products including burgers, chicken-substitutes, and breakfast sandwiches.”
Vegan patties wouldn’t be a first at McDonald’s. The burger chain has trialed vegan burgers in a number of other markets. In September 2019, it tested a Beyond Meat burger in Ontario. Beyond Meat exclusively developed the patty for the chain.
Other international vegan menu offerings include a pea-based veggie goujon wrap, which the chain offers in the UK. And McDonald’s Germany launched a “Big Vegan TS” burger, which features Nestlé’s plant-based Incredible Burger patty.
McDonald’s Sweden credited the growing popularity of plant-based foods for its launch of the McPlant. A 2020 survey by market research firm Kantar-Sifo found more than one-third of Swedes consume a flexitarian diet.
“McPlant offers a completely new taste experience, but still with the same iconic McDonald’s taste as usual,” Staffan Ekstam, marketing manager at McDonald’s Sweden, explained. “Our herbal burger is for all our guests – both those who are eager to try something new, and as an additional alternative for all the guests who today eat flexitarian.”