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McDonald’s Corp. is testing the market for its pea-based McPlant burger in select Swedish and Danish locations beginning January, giving it insights into customer interest before rolling out the product in more locations.
Rice is a secondary protein ingredient in the McPlant, which McDonald’s co-developed with Beyond Meat Inc.
The test in Sweden will be until March 15, while the one in Denmark will run through April 12.
Scandinavia is a key market for plant-based alternatives. When Unilever introduced its vegan Magnum ice cream bars in 2018, it did so first in Sweden and Finland in 2018.
Restaurants are in a race to add plant-based items to their menus, even if interest often tapers off from diners trying them for the first time.
Typically attracted to these offerings are consumers concerned about the environment, animal welfare, and nutrition.
However, McPlant is cooked on the same grill as beef burgers, presenting a problem for vegans.
Burger King, which has been successful in selling its Impossible Whopper in the US, dealt with the same issue in 2019 when it cooked its soy-based burgers on the same broiler as chicken and beef.
McDonald’s CEO Chris Kempczinski said they would be flexible with McPlant, which could be offered as a burger, chicken, or breakfast sandwich. He categorized plant-based food as an ongoing consumer trend.
