McDonald’s launches plant-based burger to appeal to health-conscious consumers

US – McDonalds, one of the largest fast food chain franchise in the world, has joined the plant-based revolution with the launch of McPlant, a new plant-based bugger designed to appeal to health conscious and vegan consumers.  

McDonald’s says it will be rolling out a plant-based burger in select markets next year with a possibility of extending its plant-based products line with products such as burgers, chicken-substitutes and breakfast sandwiches.

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“We expect some markets will test the burger next year, which we believe is a proven, delicious-tasting product. When customers are ready for it, we are ready for them,” Ian Borden, president, international, at McDonald’s.

The fast-food chain said that the new burger is a “juicy, plant-based patty and served on a warm, sesame seed bun with all the classic toppings”.

It further noted that it will rely on suppliers, the third leg of McDonald’s three-legged stool for production of the ingredients required to make the burger.

Commenting on the development The Good Food Institute (GFI) food service and supply chain manager Zak Weston said: “McDonald’s global launch of a plant-based burger is the clearest signal yet that plant-based meat will be the future of meat.”

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 Weston Pointed out that McDonald’s has more restaurants and more revenue than any other restaurant chain on the planet.

“Just as they introduced America to the chicken nugget, we expect that McDonald’s will introduce millions of Americans to plant-based meat with the McPlant line.”

Zak Weston – food service and supply chain manager, The Good Food Institute

McDonald’s is no newcomer to plant-based. The chain already has the Big Vegan burger in Germany and Israel, the McVegan in Scandinavia, the McAloo Tikki sandwich in India, and the P.L.T. in a trial in Canada.

McDonald’s has been rolls things out country by country to appeal to each region’s unique customers and cuisine preferences.

“For a chain of their size to launch a new plant-based item leveraging their iconic ‘Mc’ branding, it means they see real and sustained demand, and they have an assured supply chain, “Weston noted.

 Rise meatless offerings in Fast Food restaurants

The dynamic plant-based market has welcomed the entry of numerous contenders from the fast food sector.

This year kicked off with Pizza Hut unveiling “Pepperphoni” in honor of the “Veganuary” meat-free month.

Through its partnership with Beyond Meat, KFC also debuted Beyond Fried Chicken with Cargill in the US and “Zero Chicken” vegan burgers made from Quorn patties in the UK.

In the Netherlands, its Rotterdam branch went 100 percent meat-free for a whole week.

KFC also debuted plant-based chicken nuggets in China, tapping into Asia’s nascent plant-based cravings.

Similarly, through a partnership with Starbucks, Beyond Meat rolled out its plant-based meat analogs in China last April, while Taco Bell tested a plant-based pork taco at select stores in Shanghai.

As the plant-based trend reaches global phenomenon status, Innova Market Insights has hailed “Plant-Forward” as its second Top Trend for 2021.

The trend is a nod to the sustained theme of the “Plant-Based Revolution,” which was also ranked second place among this year’s Top Trends.

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