“Our [plant-based] 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.”

McDonald’s outlets in Denmark and Sweden have begun selling the McPlant burger as part of a trial to gain insight into customer interest before more locations roll out the plant-based option.

The move comes after McDonald’s Chief Executive Officer Chris Kempczinski called plant-based products “an ongoing consumer trend” and announced the debut of the burger brand’s line – called ‘McPlant’.

While the McPlant burger is the first product to be rolled out, the chain is looking to expand the line with chicken substitutes as well as breakfast sandwiches.

‘A burger for all our guests’

McPlant, which McDonald’s co-developed with Beyond Meat Inc., features a patty made from pea and rice protein. It also includes cheese, lettuce, tomato, pickles, onions, mayonnaise, mustard and ketchup.

 “McPlant offers a completely new taste experience, but still with the same iconic McDonald’s taste,” Staffan Ekstam, McDonald’s Marketing Manager in Sweden, said.

“Our [plant-based] 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.”

‘Great potential’

According to Bloomberg, Scandinavia is a key market for plant-based alternatives and often singled out for new product roll outs.

“This is an exciting test of a really good burger, and we [will] follow the test launch of McPlant closely and are very curious about the guests’ reactions to the burger,” Joachim Knudsen, McDonald’s Sweden CEO said.

“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, as a complement to our other offerings.”

The ongoing Sweden McPlant trial will last until 15^th March while the Denmark trial will end on 12th April.

‘Anomaly in the fast-food world’

Multiple reports earlier claimed that the McPlant range would include Beyond Meat, however, it has now been confirmed that McDonald’s products will not have any third-party sourced meat-free products.

Bloomberg strategist Kyle Stock commenting on McDonald’s decision said: “The decision to keep its veggie-forward products in-house… is certainly an anomaly in the fast-food world.

“Beyond Meat has packed in licensing deals with a crowd of chains, most notably Dunkin’ and Tim Hortons. Impossible Foods, a rival, has its meat-esque wares in thousands as well, including Burger King.

“McDonald’s was the big prize in the burger wars and it quietly just left the battlefield.”

• Read: McDonald’s is reportedly launching vegan burgers in the UK

Share this story to let others know about McDonald’s testing its meatless McPlant Burger at select Scandinavian locations. 

Mohsina Dodhiya

See author's posts