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February 2, 2021 - McDonald’s has rolled out its McPlant burger in Denmark and Sweden, ahead of introducing the plant-based alternative-meat burger to McDonald’s locations in other markets.
The trial will run in select locations in Sweden until March 15 and in Denmark until April 12. McPlant, which McDonald’s co-developed with Beyond Meat Inc., is made from pea-based protein. Rice protein is a secondary protein ingredient, McDonald’s said.
The test launch in Sweden follows a survey conducted by market research firm Kantar-Sifo in 2020. It found that more than one-third of Swedes identify as “flexitarian,” which McDonald’s defines as a consumer who eats a mostly vegetarian diet.
“McPlant offers a completely new taste experience, but still with the same iconic McDonald’s taste,” Staffan Ekstam, McDonald’s Marketing Manager in Sweden, said.
Scandinavia is a significant market for plant-based meat alternatives. In 2018, Unilever began selling vegan Magnum ice cream bars in Sweden and Finland.
According to Netherlands-based consultancy FutureBridge, the total plant-based meat market is increasing, reaching more than US$7.3 Billion in 2020. The market will rise to $120bn by 2025, with Europe leading the market in terms of growth, according to predictions.