The McDonald’s fast food chain decided to change the burgers’ recipe and began testing its signature dishes, but with artificial meat cutlets – McPlant. According to Bloomberg, trial sales have begun in Scandinavia, if the experiment is successful, new dishes will appear in other markets.
For example, in Sweden, trial sales will last until March 15, in Denmark – until April 12. A company spokesman has not yet disclosed preliminary results. The burger cutlet was developed by the American company Beyond Meat and is based on pea protein. The burger also includes cheese, lettuce, tomatoes, pickles, onions, mayonnaise, mustard and ketchup. However, the vegetable cutlet is fried on the same grill as regular beef cutlets, the agency points out.
Scandinavia has become a testing ground for plant-based products. In 2018, Unilever began selling vegan Magnum ice cream bars in Sweden and Finland. According to Euromonitor International analysts, the global alternative meat market will grow to $ 23.2 billion by 2024. The market is already valued at $ 20.7 billion.
It is taking off thanks to many factors, from animal welfare to food security and the coronavirus pandemic. A case in point is the United States, where sales of alternative meat increased by 264 percent during the pandemic.