McDonald’s Meatless McPlant Burger is there … kind of
McDonald’s today announced the expected launch of its first meatless offering under its new McPlant platform. The McPlant burger is available now until March 15 at test locations in Sweden (Linköping and Helsingborg) and until April 12 at selected locations in Denmark in order to introduce the meatless burger to McDonald’s locations in other markets. The McPlant burger is made with a plant-based patty developed exclusively for McDonald’s made from pea and rice protein. Bloomberg Reports. The McPlant is topped with lettuce, tomatoes, cucumber, onions, mustard, ketchup, egg-based mayonnaise and milk-based cheese. McDonalds also notes that the patty is cooked on the same surface as meat.
“This is an exciting test of a really good burger, and us [will] Follow the test start of McPlant closely and look forward to the reactions of the guests to the burger, ”said Joachim Knudsen, CEO of McDonald’s Sweden. “As the McPlant testing market, we have the opportunity to show that a plant-based burger has great potential on the McDonald’s menu to complement our other offerings.”
The test start in Sweden follows a survey by the market research company Kantar-Sifo at the end of 2020, in which it was found that more than a third of Swedes identify themselves as “flexitarian”, which McDonald’s defines as a consumer who eats mainly vegetarian food. “McPlant offers a whole new taste experience, but still with the same legendary McDonald’s taste,” said Staffan Ekstam, Marketing Manager for McDonald’s in Sweden. “Our [plant-based] Burger is for all of our guests – both for those who want to try something new and as an additional alternative for all guests who eat flexibly today. “
McPlant for everyone
In November, McDonald’s International President Ian Borden announced the development of its McPlant platform during an investor meeting. While Sweden and Denmark are the first countries to test the McPlant burger, Borden says the company will use the platform to develop products that meet requirements in specific markets. “In the future, McPlant could expand to a range of plant-based products, including burgers, chicken substitutes and breakfast rolls,” said Borden.
In 2019, Beyond Meat partnered with McDonald’s to develop its P.L.T. Burgers (plant, lettuce and tomato) at test sites in Ontario, Canada. McDonald’s did not announce the supplier of its new McPlant burger patty – only that it was “made exclusively for McDonald’s by McDonald’s”. However, a Beyond Meat spokesperson confirmed the brand was indeed involved, stating, “Beyond Meat and McDonald’s have jointly developed the plant-based patty, which will be available as part of their McPlant platform.”