The soy-based patty is served with a schmear of vegan McFeast sauce, tomato, lettuce, onions and pickles. But there’s a catch – it’s exclusively available in Tampere, a city in southern Finland.
The test-run started on October 4 and Tampere residents have until November 21 to sample the McVegan for themselves. A representative for the fast food giant told TODAY that the meatless burger “is limited to McDonald’s Finland and there are no current plans for that to change.”
According to the blog Veggie Athletic, marketing director Christoffer Rönnblad confirmed that McDonald’s fries are vegan as well: “They are made here in Finland from potatoes and (fried) in vegetable oil. The fries are completely vegan.”
Meatless burger options have expanded beyond the typical soy and grain-based patties recently. Products such as the Beyond Burger and Impossible Burger are redefining what a vegan burger can be. In the U.K. alone, the number of vegans has risen by 360 per cent in the past 10 years.
The fact that McDonald’s is finally entering the fray with the McVegan suggests that the meatless trend is here to stay. But it may have to do better than run-of-the-mill soy to compete with innovative vegan patties that look and cook like meat.