McDonald's has announced that France, its largest international market, is now offering Beyond Meat nuggets for vegans at the same price as its classic chicken nuggets.
More than 1,500 stores in France offer vegan nuggets in 4, 6 or 9-piece formats, like classic nuggets.
McDonald's France has experimented with vegetarian products in the past. But vegan nuggets are now an integral part of the menu. The region is looking to capitalize on the changing diets across the country.
Launch of Veggie McPlant Nuggets
Jean-Guillaume Bertola, CMO of McDonald's France, said: "We decided to innovate by creating a new product based on plant-based proteins. It is directly inspired by one of our iconic products."
With Veggie McPlant Nuggets, we are responding to the growing desire of French customers to diversify their protein intake without compromising on taste.
Veggie Nuggets were developed in collaboration with American alternative meat manufacturer Beyond Meat. They are made from a pea protein base with a coating of wheat flour and corn starch, seasoned with celery and salt.
Bertola specifies that McDonald's France carried out consumer tests before the launch of this range, and they proved positive.
The French are eating less meat
Bertola says that "the response was unanimous, and there was an incredible enthusiasm among our consumers because they found the nugget very similar." We are optimistic about the success.
Since their launch in Germany in 2023, the meatless nuggets have done very well in other markets.
Recent studies have shown that almost half of French consumers have reduced their meat consumption.
According to government data, the French eat 6.% less real meat than they did 20 years ago. 57.% of French citizens said that any government policy aimed at reducing meat consumption for reasons related to both health and the environment would be supported.
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