Monday 03 October 2022
The McPlant gets a permanent place on the menu of McDonald’s in the Netherlands
Formula news – McDonald’s is putting the plant-based burger, the McPlant, on the menu. The hamburger chain announced this on Monday after a successful pilot last year. Just last month, McDonald’s ended the sale of the vegetarian variant in America.
Created in collaboration with Beyond Meat, the McPlant is made from products such as pea protein, rice protein, potatoes and beets. Last year, the burger was already temporarily on the menu in the Netherlands. The reintroduction is in line with McDonald’s strategy to broaden its menu offerings to diners by offering more and more plant-based options.
Since McDonald’s first launched the McPlant in 2020, this burger has been conquering more and more markets with introductions in Sweden, Denmark, Portugal, Austria, USA, UK and Ireland. Stijn Mentrop, Marketing Director at McDonald’s Netherlands: “We find it important to move in line with the preferences of our guests, who expect more and more variety. We have been offering tasty alternatives for chicken with our Veggie products for a long time, and now we are doing the same for beef.”
In America, the introduction of the vegetarian burger initially went well, but sales later collapsed. Last month, the hamburger giant decided to stop sales in the US.
Source: McDonald’s/@FoodClicks
Author: Steffen van Beek
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