McDonald’s France Launches Vegan McPlant Nuggets With Beyond Meat
McDonald’s France is taking a significant step in expanding its plant-based offerings by launching vegan McPlant Nuggets made from Beyond Meat.
This marks the fast-food giant’s first plant-based nugget option in the country, which will be available at over 1,500 locations starting tomorrow.
The Veggie McPlant Nuggets will be offered in portions of four, six, nine, or 20 pieces, with meal deals priced identically to the traditional chicken nuggets.
Unlike previous plant-based options, these vegan nuggets are a permanent addition to the McDonald’s France menu, aimed at both vegans and flexitarians seeking to diversify their protein intake.
Changing Consumer Preferences in France
Jean-Guillaume Bertola, Chief Marketing Officer for McDonald’s France, emphasized the growing demand for plant-based alternatives.
He says, “With the Veggie McPlant Nuggets, we are responding to the increasing desire of French consumers to diversify their protein intake while never compromising on taste.”
He noted that consumer tests showed “very satisfactory results” in terms of both quality and flavor, with many test participants praising the strong resemblance to McDonald’s iconic chicken nuggets.
This launch highlights McDonald’s strategy to capitalize on France’s changing dietary habits.
An EU survey in 2023 revealed that nearly 60% of French consumers had reduced their meat consumption in the previous year, and federal data indicates a 6% drop in per capita meat consumption over the last 20 years.
Despite this, the average French person still consumes over 700g of meat per week, double the recommended amount by the Planetary Health Diet.
Beyond Meat’s European Success Continues
The new vegan nuggets are part of McDonald’s ongoing partnership with Beyond Meat, which has seen success across Europe, particularly in Germany, where the nuggets have been well-received since their launch in early 2023.
Beyond Meat has experienced a downturn in U.S. sales but saw international revenue increase by 18% in 2023, largely thanks to collaborations with McDonald’s in countries like Austria, Germany, and the UK.
The Veggie McPlant Nuggets join other plant-based options on McDonald’s France’s menu, such as the McVeggie and Veggie Curry burgers.
However, the new nuggets are the first fully vegan product in the French market, signaling McDonald’s commitment to offering more sustainable and ethical food options.
This launch comes amid a surge in plant-based food popularity in France, as evidenced by the European Union’s recent ruling against a French proposal to ban meat-related terms on plant-based packaging, and the growing success of local plant-based meat brands like La Vie.
The introduction of vegan McPlant Nuggets marks a key moment in McDonald’s journey toward catering to an increasingly plant-conscious market, with further innovation in sustainable food expected in the future.
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