2024-10-04 10:03:00
INFO LE FIGARO – The world’s number one fast-food restaurant has reinvented its nuggets by offering a vegetarian alternative to yellow peas, marketed in France since 8 October.
Small revolution of perspective in the McDonald’s galaxy. Starting Tuesday, October 8, a new addition will join the American brand’s French restaurant menu. Riding the wave of vegetarian products, the group will add a vegan version of its chicken nuggets. This is the first time the brand has offered a meat-free alternative to one of its flagship products in France. There «McPlant vegetarian nugget»a vegetarian alternative to the essential Chicken McNuggets, will be available in all 1,562 of the brand’s restaurants in France.
“The goal is to answer consumer demand for the variety of proteins on our menu”explains the Chief Marketing Officer (CMO) of McDonald’s France, Jean-Guillaume Bertola, who hopes that “expand the consumer base”. A source of pride for the head of products, branding and advertising at McDonald’s: if he remembers the release of the «Great Tasty»From «Big M» and even “McDo Crunch”he is obliged to recognize it“there has been no such novelty on an iconic product like the nugget”. But it’s not about replacing the legendary chicken nugget: “it’s not about trapping the consumer, but about offering something different from animal proteins (…) and playing on a product that the consumer loves”.
The “McPlant vegetarian croquettes” will be sold at the same price as the classic croquettes.
McDonald’s
From Tuesday on «McPlant vegetarian croquettes» it will therefore be available everywhere, in boxes of 4, 6 or 20, in traditional menus as well as in traditional menus «Happy meals». They will be sold at the same prices as «Chicken McNuggets»which can vary from approximately 3.50 to 4.50 euros for a box of 4 depending on the prices charged in the various franchise restaurants of the group. “A mid-range price”underlines Jean-Guillaume Bertola.
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“A yellow pea protein base”
Although the manufacturing secrets of this new product have not been detailed, the main ingredients are still known: “there is a protein base of yellow peas, a breading of wheat and corn flour, and notes of pepper and celery”. In taste there is no significant difference with the classic croquettes, a breading perfectly similar to the original product. The only nuance is the texture, which appears slightly different from that of chicken. McDonald’s fans won’t fall off their chairs trying this new product which has almost the same calorie intake as its big sister.
Everything therefore indicates that this new offering, very similar to the chicken alternative, should find its audience. McDonald’s also tested its product on a group of customers before launching it in France. “The response was unanimous, there was real enthusiasm from our consumers who found a strong resemblance to the iconic croquette. We are quite confident about the success of the product”welcomes Jean-Guillaume Bertola. France is not the first market to launch «McPlant vegetarian croquettes»as they are already available in Germany from the beginning of 2023. “He behaved very well there”assures the vice president of marketing.
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