Forget the BLT: McDonald's and Beyond launch the plant-based PLT burger

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"McDonald's has a proud legacy of fun, delicious and craveable food-and now, we're extending that to a test of a juicy, plant-based burger", Ann Wahlgren, McDonald's Vice President of Global Menu Strategy, said in a statement.

It's not immediately clear why McDonald's has selected Canada alone to be the test market for its first plant-based sandwich for the North American market.

Since then, Beyond Meat has vaulted the meat substitute industry into the global spotlight, with its explosive stock market debut and a series of product launches with major chains.

McDonald's restaurants in the United Kingdom now offer a vegan Happy Meal option.

"The Impossible Burger generated more excitement than any other single product we've seen in more than a half-century of operations", affirmed Rob McDougall, CEO of Encino, Calif. -based Gelson's.

The Impossible Burger made a splash last week when it debuted in California - in its first full weekend sale in Gelson's supermarkets, Impossible Burger outsold ground beef from cows, in terms of both revenue and the number of pounds sold, said Impossible Foods.

McDonald's said the move was motivated by a poll which found that 33 percent of its customers wanted more meat-free options from the chain.

McDonald's has sold a veggie burger in Canada before, launching the McVeggie Deluxe in 2002.

"Our guests and consumers, their taste palettes, their preferences change", Anderson said.

It's been a breakthrough year for the companies that are trying to ideal the no-meat burger. Unfortunately, for US vegetarians those test burgers are only available in Canada. Now, the Impossible Burger is served at over 17,000 restaurants, including Burger King and White Castle.

"The burger chain used Nestlé in Germany, and due to their scale seem like the most likely candidate to supply McDonald's USA", says Bloomberg Intelligence analyst Michael Halen.

Demand does appear to be shifting toward incorporating more plant-based protein into their diets for a combination of financial, environmental, humanitarian and health reasons.

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