McDonald’s brings McVegan to EU
McDonald’s has started selling a McVegan burger in hundreds of restaurants across Europe.
The sandwich, which has already been tested at a handful of McDonald’s locations in Finland has had some thumbs up.
“Like our other burgers, the McVegan is tasty and has a good texture,” said McDonald’s (MCD) spokesperson Henrik Nerell.
The meatless burger was developed in partnership with a specialty Norwegian food company called Orkla. It could help the American chain capitalise on increased demand for vegetarian and vegan foods.
It consists of a soy patty, bun, tomato, lettuce, pickles, onion, ketchup, mustard, oil and an egg-less sandwich sauce.
McDonald’s said the burger will be on its permanent menu in Finland and Norway. This is a response to “more and more” people wanting to eat “plant-based food” that is better for the environment.
“As the main ingredient is plant-based, the McVegan is considered to have a smaller climate impact,” McDonald’s said. Livestock farming is responsible for around 14.5 per cent of global greenhouse gas emissions, according to the UN.
Mikael Malkamaki, a 24-year-old student who tried the McVegan in Finland, said he was impressed by the taste.
“I would say it tasted like a normal, regular hamburger,” said Malkamaki. “I would seriously try the McVegan again because there wasn’t such a big difference between the burgers.”
McDonald’s isn’t the only food company to jump on the vegan diet, which involves cutting out all meat, milk, eggs and animal products.
Nearly 10 per cent of new food launches in Sweden this year were vegan items, according to research firm Mintel. That’s up nearly eight-fold from 2012.
Will the McVegan be making its way into the British Isles soon? TNT will update you in due course.