Following successful trials in
McDonald’s first-ever vegan
burger, the McVegan, is becoming a permanent
menu item in Finland and Sweden on December 28.
McDonald’s hopes its new, soy-based creation will
one-up competitors and help attract a wider array of
McVegan’s patty has been developed by Anamma, a Swedish
food producer that is owned by Norwegian food conglomerate
It’s too early to say whether the McVegan will be
launched in other countries.
The news earlier this autumn that McDonald’s was testing a vegan
burger in Finland rocked the fast-food landscape. At
first, the burger was only sold in the city of Tampere, from Oct.
4 through Nov. 21, and the response was overwhelmingly positive.
Now McDonald’s says in a press release it’s rolling out the
McVegan nationwide – not just in Finland, but in Sweden as
well – on December 28.
“The test in Finland blew all the expectations out of the water,”
Staffan Ekstam, McDonald’s head of food strategy in Sweden, said.
“We can now offer our guests a vegan burger developed in Sweden.
Our ambition is that there should be something on our menu for
all of the 400,000 guests who visit us every day,” he said.
During development, tasting panels tried out and reviewed
over 100 different recipes – with the sole objective of
perfecting the first vegan burger for the American fast food
struggles to attract
with its standard range of
comparatively low prices: SEK 49 ($5,8) for a McVegan menu.
The price for a McVegan menu at 49 Swedish krona is not only less
than your average McDonald’s menu but also considerably cheaper
than McDonald’s Swedish rival Max – which has seen
enormous success with its
range of vegetarian offerings in recent years.
It’s too early to say whether the McVegan will spread
beyond the Nordics to European and US franchises. McDonald’s
Swedish press officer Henrik Nerell is reluctant to speculate on
the subject, saying he can’t predict what local decisions other
countries will make.
But if the response to the small-scale Finnish test is
anything to go by, then the McVegan could be looking at a warm
reception in the rest of the country and in neighboring
And if that happens, other franchises around the world may
be tempted to go vegan, too.