McDonald’s has announced its new meat free “McPlant” line for 2021.
The fast food giant will be introducing plant based burgers, chicken substitutes and breakfast sandwiches.
Barclays Bank has suggested that the meat free market may be worth as much as £106bn by 2029.
McDonald’s had already trialled a plant-based burger in Canada with Beyond Meat – a well known producer of plant based meat.
“Beyond Meat and McDonald’s co-created the plant-based patty which will be available as part of their McPlant platform,” the company said.
However, Beyond Meat suffered a drop in shares following its partnership with McDonalds as consumers were not satisfied on the supply source for the fast food chains meat alternative.
The move towards a plant based line has been driven by changing public attitudes around health, the environment and animal welfare.
“We are excited about the opportunity because we believe we have a proven, delicious-tasting product,” said Ian Borden, head of McDonald’s international operations.
McDonald’s is quite late to the meat-free scene though trailing Burger King, White Castle and Dunkin’ Brands Group.
McDonalds still sees 70% of it’s sales from flagship products such as the “Big Mac”, “McNuggets” and french fries.
McDonald’s declined to specify which supplier it would use for it’s McPlant line whilst Beyond Meat insisted it was still involved in the project.
The consumer base for Plant-based products are largely vegan or vegetarian so transparency on who the supplier is will likely be needed for the sake of both companies, if this line is to succeed.