McDonald's to sell a McVegan burger in Europe

[Ubiquitous]

McDonald's is going vegan.

The fast food chain plans to start selling a McVegan burger in
hundreds of restaurants across Sweden and Finland starting on
December 28.

The sandwich, which has already been tested at a handful of
McDonald's locations in Finland, consists of a soy patty, bun,
tomato, lettuce, pickles, onion, ketchup, mustard, oil and an egg-
less sandwich sauce.

"Like our other burgers, the McVegan is tasty and has a good
texture," said McDonald's (MCD) spokesperson Henrik Nerell.

The meatless burger, which was developed in partnership with a
specialty Norwegian food company called Orkla, could help the
American chain capitalize on increased demand for vegetarian and
vegan foods.

McDonald's said the burger will be on its permanent menu in the two
countries, 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% of global greenhouse gas emissions,
according to the UN.

mcdonalds mcvegan vegan burger fast food
The McDonald's McVegan burger is set to launch in Sweden and Finland
on December 28.

Mikael Malkamaki, a 24-year-old student who tried the McVegan during
its test run in Finland, said he was impressed by the taste.

"I would say it tasted like a normal, regular hamburger," said
Malkamaki, who is concerned about the environmental impact of meat.
"I would seriously try the McVegan again because there wasn't such a
big difference between the burgers."

mcvegan mcdonalds box
The McVegan burger was created through a McDonald's collaboration
with Orkla, a Norwegian food company.

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% of new food launches in Sweden this year were vegan
items, according to research firm Mintel. That's up nearly eight-
fold from 2012.

Nestle (NSRGY) announced in September it was buying the specialty
food company Sweet Earth, which makes vegan and vegetarian burritos
and burgers.

"As many as 50% of consumers now are seeking more plant-based foods
in their diet and 40% are open to reducing their traditional meat
consumption," Paul Grimwood, CEO of Nestle USA, said at the time.

Global sales of vegan-labeled foods increased by nearly 8% last year
to $12.8 billion, according to research firm Euromonitor.



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