McDonald’s will launch a new plant-based burger in select Canadian restaurants next week.
The PLT – plant, lettuce and tomato – burger is made with a Beyond Meat patty, created exclusively by McDonald’s.
But it’s bad news for vegan or vegan-curious Brits: it will be available for 12 weeks in 28 restaurants in south-western Ontario.
Also, the PLT isn’t suitable for “strict” vegans, as it comes topped with cheese, and will be cooked on the same grills as meat and eggs.
This comes six months after Burger King launched its own plant-based burger, made with Impossible Foods patties, which are compromised of soy and potato rather than meat.
Shares in the Beyond Meat rival jumped 16% after the partnership was announced.
Ann Wahlgren of McDonald’s told the Telegraph: "This test allows us to learn more about real-world implications of serving the PLT, including customer demand and impact on restaurant operations.”
Beyond Meat already appears on KFC, Carl’s Jr and Del Taco menus.
US pizza chain Little Caesars announced in May it will launch a meatless “sausage” crumble, made by the Impossible Foods brand.
A petition for Wendy’s to add a plant-based burger to its menu, launched earlier this month, has already gained 26,000 signatures, as of Friday.
Earlier this year, Tesco began selling vegan and vegetarian meat alternatives in its meat isles.
Research by Waitrose shows about one in five (21%) Brits are trying to reduce their meat intake, while one in eight are vegan or vegetarian.
Data from Nielsen shows almost two in five (39%) of Americans are trying to eat a more plant-based diet.
“During this test, we’re excited to hear what customers love about the PLT to help our global markets better understand what’s best for their customers,” said Wahlgren.
“This test allows us to learn more about real-world implications of serving the PLT including customer demand and impact on restaurant operations.”