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Brief Published: 28 Jan 2019

McDonald’s Sweden Launches Vegan Happy Meal

Extra
McDonalds

Seizing on the massively commercial vegan opportunity, McDonald's has launched a vegan Happy Meal in Sweden. The move follows a similar company initiative in the UK earlier this month.

McDonald's Sweden is now offering a McFalafel, which can be ordered on its own, or served as part of a Happy Meal package. The falafel is made from chickpeas and herb seasoning and comes with a herby yoghurt sauce or a vegan pepper dip. A choice of apples, carrots or a small order of fries accompanies the meal, with an option of milk, juice or soda.

The UK version comprises a breadless meatless chicken wrap (made from yellow split peas, breadcrumbs, Arborio rice, dairy-free sundried tomato pesto and red peppers) with shredded lettuce. It's served with a side of carrot sticks or pineapple, and water or juice. Created in collaboration with the Vegetarian Society – a British charity that promotes vegetarianism – the meal is now available in all of McDonald's UK locations.

This latest initiative drives home the irrefutable influence of vegan cuisine on food product development and menu curation in diverse hospitality settings. Look out for our upcoming coverage of The New Vegan Landscape, where we unpick the drivers and cohorts leading this culinary renaissance.

See also New Food Fandoms in our Look Ahead 2019: Food & Beverage report, as well as Top Trends in Plant-Based Foods.

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