Swedish Fast Food Chain 'Max' Now Sells Four Meatless 'Max Green Burgers
Laura McQuarrie — January 24, 2017 — Lifestyle
'Max,' a multinational fast food chain based in Sweden launched a collection of 'Max Green' burgers that feature alternative burger options for vegans and vegetarians.
In the collection of four burgers, one is fully vegan-friendly, while the others are suited to
lacto-ovo vegetarians, with customizations that can be made to create entirely dairy- and egg-free burgers. The 'Green Maxbox' is a meatless burger kit for kids that also comes with a drink and a side of fries.
Max’s head of Swedish operations, Christoffer Bergfors says: “When we launched the Green-family, our goal was that by 2020, one in five orders would be from non-red meat." Inspired by the global rise in plant-based eating, the fact that one in five Millennials have never eaten a Big Mac and the success of its own sales so far, the fast food chain has since revised its vision to one in three.
In the collection of four burgers, one is fully vegan-friendly, while the others are suited to
lacto-ovo vegetarians, with customizations that can be made to create entirely dairy- and egg-free burgers. The 'Green Maxbox' is a meatless burger kit for kids that also comes with a drink and a side of fries.
Max’s head of Swedish operations, Christoffer Bergfors says: “When we launched the Green-family, our goal was that by 2020, one in five orders would be from non-red meat." Inspired by the global rise in plant-based eating, the fact that one in five Millennials have never eaten a Big Mac and the success of its own sales so far, the fast food chain has since revised its vision to one in three.
Trend Themes
1. Plant-based Fast Food - Fast food chains offering meatless options to cater to vegans and vegetarians creates an opportunity for more plant-based offerings in the fast food industry.
2. Sustainable Eating Choices - The popularity and success of plant-based options in fast food chains highlights an opportunity for the food industry to promote and invest in sustainable eating choices.
3. Customizable Meatless Burger Kits - Creating customizable meatless burger kits and meals such as the 'Green Maxbox' can be a disruptive innovation opportunity in the fast food industry as it can cater to specific dietary restrictions and preferences.
Industry Implications
1. Fast Food - Fast food chains can invest in plant-based options to cater to the growing number of vegans and vegetarians.
2. Food and Beverage - Investing in sustainable eating choices and promoting plant-based options can disrupt the traditional food and beverage industry.
3. Meal Kit Delivery Services - Meal kit delivery services can create customizable meatless burger kits to cater to the growing demand for plant-based eating options.
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