Fast food chain McDonald’s is entering the meat-free market with a burger called the McPlant.
The burger will be made to recreate the texture and flavour of a real beef burger.
The new menu addition is to be made under a partnership with the US firm Beyond Meat. The enterprise previously produced a meat-free patty made from yellow peas, coconut, potato and beetroot juice.
Although plant-based, the burger is being marketed to flexitarians (those who enjoy animal products from time to time) instead of vegans, likely because the brand will be unable to avoid the burger coming into contact with animal products.
A version of the burger went on sale in Austria that includes dairy cheese and egg-based mayonnaise, and is also cooked on the same grill as meat – so this could be indicative of why the McPlant won’t be sold as ‘vegan’.
Francesca DeBiase, of McDonald’s, said the McPlant ‘is all about giving customers more choices.’
‘We’re excited to work with Beyond Meat to drive innovation and this is an important step on our journey to bring high-quality, plant-based menu items to our customers,’ she explained.
Ethan Brown, of Beyond Meat, said the deal with McDonald’s was ‘an exciting milestone.’
He added: ‘We will combine the power of Beyond Meat’s relentless approach to innovation with the strength of McDonald’s global brand to introduce new plant-based menu items.’
The move by McDonald’s comes as more and more people move towards plant and vegetable alternatives.
A survey conducted by The Vegan Society earlier this year found one in four (25%) of Brits have actively cut back on some form of animal products since the first lockdown.
While 54% revealed they had bought meat alternatives for the first-time during lockdown. 78% of that number said they will continue to buy them again in the future.
For those yearning to try the McPlant, is not yet available in the UK or US.
We reached out to McDonald’s who didn’t confirm whether the burger option would be hitting our shores.
Instead, the company told Metro.co.uk: ‘We always looking for ways to innovate and meet customer needs.’
Credit: Original article published here.