McDonald’s trying out McPlant burger in Europe

McDonald’s Corp. has quietly begun selling the McPlant burger in Denmark and Sweden, giving the fast-food giant insight into customer interest before more locations roll out the meat alternative.

The trial started in select locations in January, the company said Monday. The McPlant, which McDonald’s co-developed with Beyond Meat Inc., is made from peabased protein, according to McDonald’s Danish and Swedish websites, revealing previously undisclosed details about the burger’s ingredients. Rice protein is a secondary protein ingredient, McDonald’s said.

Restaurants are racing to add trendy plant-based items to attract consumers who are concerned about the environment, animal welfare and nutrition. While Burger King in the U.S. market has seen success selling its Impossible Whopper, made by Beyond Meat’s main competitor, sales of plant-based items often taper off after the bump in demand from diners trying them for the first time.

The McPlant currently offered is topped with cheese, lettuce, tomato, pickles, onions, mayonnaise, mustard and ketchup.

The burger is cooked on the same grill as beef burgers, the company said, presenting a problem for those who are following a vegan diet. Burger King, owned by Restaurant Brands International Inc., faced the same challenge in 2019 with its soy-based burgers cooked on the same broiler as beef and chicken. Other chains have done the same, but often allow customers to request a different grill or the microwave.

The McPlant is available for rollout in other markets when they’re ready, McDonald’s said.

Scandinavia is a key market for plant-based alternatives and one that consumer packaged goods companies have prioritized for rollouts. In 2018, Unilever began selling vegan Magnum ice cream bars in Sweden and Finland.

While McDonald’s will source the McPlant patties for the tests through Beyond Meat, it didn’t specify the suppliers for future rollouts. Beyond Meat referred questions to McDonald’s. The plant-based meat-maker has said it collaborated with McDonald’s but hasn’t offered many details of the arrangement.

McDonald’s CEO Chris Kempczinski has called plant-based food “an ongoing consumer trend.” The company will be “flexible” with the McPlant, which could be sold as a burger, chicken item or breakfast sandwich, he said.