It’s the last place you would expect to find vegans, but now customers on plant-based diets are flocking to McDonald’s in Scandinavia.
The fast-food giant’s long-awaited McVegan burger made from soy protein has arrived into branches in Finland and Sweden for the first time.
And it’s sent fans wild on social media, with customers praising the taste of the burger, which also has a gluten-free bun and a vegan mayonnaise.
With veganism on the rise across the world, it is thought that if the burger sells well in Scandinavia, it could soon be launched in the UK, US, and Australia too.
The McVegan burger has launched following the success of a trial in Finland in the autumn.
It’s now a regular menu item in 210 outlets across Sweden and in 60 branches in Finland.
The McVegan looks to be similar to a Big Mac burger but features a soy-based patty instead.
With lettuce, tomato, onions, ketchup and mustard, the new item has already set social media alight.
Photos of the new vegan burger have more than 1,400 likes on the Finnish McDonald’s Instagram.
One user praised the taste, and said it was a ‘nice burger’.
Another said: ‘Honestly, it’s been years since I last ate a burger at McDonald’s so I’ve forgotten how the normal ones taste like but considering the price, the quality of this vegan version is actually decent!’
Head of the food strategy at McDonald’s in Sweden, Staffan Ekstam, called the product ‘fun and exciting’. The burger was developed by vegan brand Anamma, part of the Swedish company Orkla.
Henrik Eriksson, of Orkla, said the vegan burger has not been formulated specifically for Nordic tastes.
It is developed to be neutral and then it’s possible to add different flavors,’ he said.
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