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Business

McDonalds sells a meat-free burger in Germany




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.

Plant-based protein development is growing rapidly, as consumers look for ways to eat healthier and reduce their environmental footprints. Unlike veggie burgers, which have long had a mediocre reputation, the new proteins are designed to look and taste like meat and to appeal to meat eaters as well as vegans and vegetarians.

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.

McDonalds has slowly added meat-free alternatives to the menu. Two years ago, the company announced the launch of a McVegan burger, made with soyapatty, in Finland and Sweden. McDonald has collaborated with a specialty Norwegian food company called Orkla on the previous product. The chain also offers veggie burgers on some menus, depending on local demand.
] : A Change.org petition accumulated more than 200,000 signatures to bring more plant-based items to the menu.

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."

But the company seems to be defending with caution. Last year, CEO Steve Easterbrook said during an analyst talk that discussed the results in the first quarter that the company must weigh about adding plant-based menu options is "worth it". McDonald has tried to streamline its menu to speed and efficiency. Adding a meat-free burger can complicate things.

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.

Beyond and impossible has made a splash. Impossible demand has grown so much this year that product runs out. Beyond that, which began trading publicly last week, sold at around $ 80 per share during opening hours on Tuesday ̵[ads1]1; more than three times its $ 25 IPO price.
  The meatless burger revolution has just begun

"It's really a time of unlimited growth" for the company, said Beyond CEO Ethan Brown last week. By 2023, the US meat substitute market could reach $ 2.5 billion from $ 1.4 billion last year, according to research firm Euromonitor International. Globally, the market can grow from around $ 18.7 billion in 2018 to $ 23 billion by 2023, according to Euromonitor International.
And larger companies like Nestle ( NSRGF ) want a piece of the market.

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.

Tyson Foods ( TSN ) one of the world's largest producers of poultry, beef and pigs, also plans to sell a meat substitute.

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.



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