McDonald's is trialling the plant-based McPlant burger in Sweden and Denmark ahead of its rollout to more countries.
McDonald’s has been teasing us with the McPlant burger for quite some time now. And now, it finally seems like it could be becoming a reality.
The American fast-food chain is trialling the McPlant burger in select locations across Sweden and Denmark to gain customer insight before rolling it out to more locations in the future.
The McPlant burger features a pea-based vegan patty topped with cheese, lettuce, tomato, pickles, onions mayonnaise, mustard and ketchup.
However, one snag is that the patty is cooked on the same grill as beef burgers which would present a problem for vegans. This is a problem across many fast-food chains and limits the number of people willing to try it.
The trial in Sweden will run until March 15th and the Denmark trial will end on April 12th. Let’s hope it performs well in both countries!
‘An ongoing consumer trend’
Scandanavia has been identified as a key market for plant-based alternatives, and other companies have also prioritised it for product roll-outs. For example, Unilever initially sold its vegan Magnums in Sweden and Finland before rolling out to the UK and beyond.
McDonald’s Chief Executive Officer Chris Kempczinski has called plant-based food “an ongoing consumer trend.”
Moreover, the company has said it will be “flexible” with the McPlant and could sell it as a burger, chicken item or breakfast sandwich.
We hope that the McPlant makes its way over to the UK pretty soon, and enables more accessibility to vegan options.
Love indulging in vegan fast-food?
Read our article on The rise of vegan junk food: Delicious or dangerous?