Fast-food giant McDonald's has been quietly testing burgers with plant-based meat alternatives in Denmark and Sweden.
The chain rolled out the McPlant burger in Denmark and Sweden to get insight into customer interest before offering it into more locations. The trial started in select locations in January.
The McPlant burger was co-developed with Beyond Meat and is made from pea-based and rice-based protein, according to McDonald’s Danish and Swedish websites. The burger is topped with cheese, lettuce, tomato, pickles, onions, mayonnaise, mustard and ketchup.
The plant-based item is cooked on the same grill as meat burgers, therefore is not suitable for those following a vegan diet. The chain says that Sweden test will last until March 15, while the Denmark trial will run through April 12.
Large food companies choose Scandinavia as a key market for new plant-based products aunches. Unilever began selling vegan Magnum ice cream bars in Sweden and Finland in 2018.
McDonald’s Chief Executive Officer Chris Kempczinski says that plant-based food is “an ongoing consumer trend.” He also added that McPlant is a flexible option and could be sold as a burger, chicken item or breakfast sandwich.