MAX Burgers, the successful Swedish burger chain, has announced it is launching a self-developed burger that looks and tastes like meat, but is made from plant-based protein which they have christened Delifresh Plant Beef.
Delifresh Plant Beef is a unique Swedish innovation that has been developed under the leadership of head chef Jonas Mårtensson. The initiative is a big step forward in MAX’s work to reduce its climate impact – without backing down on taste and quality.
MAX’s goal is for 50 per cent of sold meals in 2022 to be comprised of something other than red meat, and to date, sales are close to 40 percent. Now the burger chain is stepping up both its menu and sustainability work, with the launch of this new vegan product, which is launching at all its restaurants in Sweden, Norway and Denmark.
“I’ve tried all known products in this category worldwide, and MAX Delifresh Plant Beef is best in class. The protein of the future is on its way, and the front-runner is made by us here in Sweden. Our goal is for all the carnivores to feel like they can still have a really great hamburger’ without it actually being meat,” says Claes Petersson, Vice President/Chief Innovation & Development Officerat MAX burgers, who recently moved back to Sweden after 12 years in the US.
The company also claim that their entire product range is “climate positive” and that 100% of carbon emissions are offset, with trees planted and other strategies. “From now on, every single bite of a MAX burger helps our climate,” states the website.