It's here! After a seven-week trial in Tampere, Finland, McDonald's has announced that the McVegan will be available in hundreds of locations throughout Finland and Sweden starting December 28th!
If the McVegan continues to do well, it is expected that McDonald's will continue to expand the burger's reach throughout other European countries, and eventually, worldwide. As a permanent part of the menu, the McVegan is composed of a soy patty, bun, lettuce, tomato, pickle, onion, ketchup, mustard, and an egg-free burger sauce.
This is all part of McDonald's efforts to reach an ever-growing list of Vegan and Plant-Based Eaters. They understand that meat-alternatives are projected to be a $5 billion market by 2020. The motivations behind this trend tend to fall under three categories: Ethical Concerns, Environmental Concerns, and Health Concerns. Many Vegan and Plant-Based Eaters have an overlap of concerns, often all three of these. McDonald's move towards plant-based products only further solidifies these movements and brings the issues underlying animal agriculture to the forefront of the media.
While this may seem like an exciting step forward, not everyone perceives it that way. Some ethical Vegans are reluctant to support McDonalds, as their entire business model has been built by the unnecessary death and cruelty towards animals. Others argue that in a world run by businesses, the only way to bring about lasting change is to support Vegan innovation with our dollar. If the McVegan's numbers continue to rise, McDonald's will likely bring on other Vegan products. If the demand for traditional animal-flesh products decreases, they will be less likely to seek innovation in animal-based products, and eventually, stop selling them altogether. It may sound like a long-shot, but just as Gary Yourofsky alluded to; the McVegan may be the beginning of McDonald's becoming McSoy
What are your thoughts on the McVegan? Let us know in the comments below!
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