The Burger chain is now selling a vegan burger, Big Vegan TS, in Germany, one of the five leading international markets. Nestle makes the meatless patty of McDonald's, which first started selling the burger last month.
Large fast food chains and food manufacturers are aware of the trend and find ways to add meat-free but meat-like proteins to their menus.
It's not clear whether McDonalds will bring a vegan burger to the United States. A company representative says "markets determine what's best for their customers," adding that "the launch of Big Vegan TS in Germany is the last example of it."
However, Easterbrook noted that the company's menu layer takes into account the trend, and that McDonald's plans to "stay close to the consumer's demand."
If McDonalds brings the product to the United States, you may want to consider a rebrand that makes the citizen's vegan less prominent.
In the United States, many restaurants have collaborated with Impossible Foods and Beyond Meat to provide plant-based protein to their menu items. Both young companies make plant-based protein designed to look and taste like meat, which is part of the complaint. Burger King, who uses impossible patties for his impossible Whopper, said the product is designed to appeal to meat-eaters who want to diversify their diets, rather than vegetarians or vegans.
Last year, the company launched a plant-based protein product, Garden Gourmet Incredible Burger, in Europe. The meat-free burger is made with soy and wheat protein, using chunks, carrots and pepper extracts to create a fleshy appearance and texture. Nestle plans to roll out a plant-based burger in the US during its Sweet Earth brand this fall.
The product will only enter the market "at a limited limited level" this summer, CEO and President Noel White said during an analyst call discussing the company's second quarter earnings on Monday. He added that Tyson is planning to roll out his meat substitute "on a much larger scale" this fall.