McDonald’s France is set to launch its first vegan nuggets, the Veggie McPlant Nuggets, made with Beyond Meat. This marks a significant step for the fast-food chain in France, its largest market outside the United States.
Starting tomorrow, the Veggie McPlant Nuggets will be available at over 1,500 McDonald’s locations across France.
Customers can choose from servings of four, six, nine, or twenty pieces, all priced the same as traditional chicken nuggets.
This introduction is part of McDonald’s ongoing partnership with Beyond Meat and aims to cater to both vegans and flexitarians seeking diverse protein options.
The new vegan nuggets are a permanent addition to the menu and were developed through a close collaboration between McDonald’s and Beyond Meat. They are primarily made from pea protein and feature a coating of wheat and corn flour seasoned with pepper and celery.
Jean-Guillaume Bertola, Chief Marketing Officer of McDonald’s France, stated, “We chose to innovate with a first offering based on plant proteins, directly inspired by one of our iconic products.” He emphasized that the Veggie McPlant Nuggets respond to the growing consumer demand in France for varied protein sources without sacrificing taste.
Consumer tests conducted by McDonald’s indicated strong satisfaction with the product’s quality and flavor. Bertola noted that feedback was overwhelmingly positive, with many consumers remarking on the nuggets’ resemblance to traditional chicken nuggets.
He expressed confidence in the product’s success, especially given its positive reception in Germany since its launch earlier this year.
As the leading fast-food chain in France, McDonald’s aims to adapt to shifting dietary preferences among French consumers. Recent surveys show that nearly 60% of people in France have reduced their meat consumption over the past year. Additionally, federal data indicates that meat consumption per capita has decreased by 6% over the last two decades.
Despite this decline, French citizens still consume over 700 grams of meat weekly—significantly higher than the recommended amount of 450 grams. Health experts advocate for further reductions in meat consumption due to health and environmental concerns. Interestingly, 57% of French people support government initiatives aimed at decreasing animal protein consumption for better health outcomes.
The introduction of Veggie McPlant Nuggets also highlights Beyond Meat’s successful partnership with McDonald’s across Europe. While Beyond Meat has faced challenges in sales recently, international revenues have grown, largely due to collaborations with McDonald’s in various countries.
With this launch, Beyond Meat expands its presence in France’s growing plant-based market. The move comes at a time when plant-based foods are gaining traction nationally; just last week, the EU court ruled against a ban on meat-related terms in plant-based product labeling—a regulation initially proposed by the French government.
As interest in plant-based diets continues to rise in France, McDonald’s Veggie McPlant Nuggets represent both a response to consumer demand and a strategic business decision aimed at capitalizing on changing eating habits.
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