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 McPlant burger infographic
Grafik zeigt den erwarteten Marktanteil von pflanzlichen Fleisch- Alternativen.


Skandinavien darf den McPlant Burger kosten

By Duncan Mil

February 2, 2021 - McDonald's hat den McPlant Burger in Dänemark und Schweden eingeführt, noch vor der Einführung des pflanzlichen und alternativenBurgers in weiteren McDonald's Märkten.

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.

PUBLISHED: 02/02/2021; STORY: Graphic News