After a successful trial last year, McDonald’s Netherlands is now offering its guests McPlant™ permanently on the menu. McPlant™ is made in partnership with Beyond Meat® and is made with products such as pea protein, rice protein, potatoes, and beets. With McPlant™ we offer guests more variety on the menu. Last year, burgers were temporarily on the menu in the Netherlands. The reintroduction is in line with McDonald’s strategy to expand the menu offering to guests by offering more and more vegetarian options.
Since McDonald’s first launched the McPlant™ in 2020, this burger has conquered more and more markets by launching in Sweden, Denmark, Portugal, Austria, the United States, the United Kingdom and Ireland. In the Netherlands, the temporary introduction of the McPlant™ last year was so successful that the burger is now permanently back on the menu.
Stegen Muntrupp, Marketing Director of McDonald’s Holland, is pleased with the McPlant™’s permanent place on the menu: “We believe it is important to adapt to the preferences of our guests, who expect more and more variety. We have been offering delicious alternatives to chicken with our vegan products for some time now, and now we do Ditto for the beef. In provisional serving last year, we received many positive feedback from our guests about the taste of the McPlant™. And to make it easier for guests, we’re offering a competitively priced McPlant™ in our app.”
To develop the McPlant™, McDonald’s entered into a global partnership with Beyond Meat®, which has developed this burger as McDonald’s supplier of choice. Made with pea protein, rice protein, potatoes, and beets, the burger delivers the classic McDonald’s taste that diners know and love. The burger also consists of a bun with tomato, lettuce, onion, pickles, mustard, sandwich sauce and ketchup. Processed cheddar cheese is also added. McPlant™ doesn’t have a vegan or vegan label in the Netherlands, but it’s a tasty option for flexitarians, guests who want to eat less meat (beef) for the day. McPlant™ will be available in Dutch restaurants from Tuesday 4th October.
