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McDonald’s Tests New “McVegan” Burger

Veganism has come far.

The McVegan itself. (Source: McDonald's Finland)

The vegan “fad” is proving to be a lasting lifestyle choice around the world. You can tell because more restaurants and food producers are providing vegan-friendly options on meat-heavy menus. They would only do that if they believe they can make a significant profit off that market. However, many may be surprised that even burger titan McDonald’s is considering joining in. At this moment, they’re testing a sandwich they call the McVegan.

It looks like a typical Big Mac, and according to those who tried it, it tastes like one too. But this hamburger doesn’t have any “ham.” The patty is made of soy, the classic meat substitute. Cooks combine this with a vegan-friendly McFeast sauce, as well as tomato, lettuce, and pickles. Naturally, the buns aren’t made with animal flesh or byproducts. The cooks even use vegetable oil for the optional fries.

Response to the McVegan

Trials runs started on October 4 and will end on November 21. The company is currently only testing the sandwich in Tampere, a metropolis in southern Finland. The reasoning behind the choice of location remains unreported. However, Helsinki seems to be pretty into veganism. In an article for the travel site VisitFinland.com, Olli Oilinki and Katja Karjalainen contend. The Finnish capitol is just 100 miles away from fellow cultural hotspot Tampere.

Thus far, the response is generally positive. Vegans who got to try a bite are voicing their approval on Twitter, and demand from outside Finland is growing. However, that doesn’t mean no one’s complaining. Wilson Chandler, Denver Nuggets player and devout vegan, tweeted on October 6, “It’s still McDonald’s.” The company spent seventy years making itself synonymous with beef between bread. Now, it may have to work to distance itself from that reputation.

It remains to be seen if McDonald’s will sell McVegans outside of Tampere. Still, Christoffer Rönnblad, Marketing Director for the Finland branch, seems enthusiastic. “The feedback that we have quickly received, and what reception has been online yesterday and already the other day, it has been quite positive. We are going to be positive in this test.”

Think the McVegan is a waste of time? Here’s an article about McDonald’s reinventing the straw.

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