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Germany: McDonald’s Launches Vegan Bleeding Burger

According to press releases from both McDonald’s and Nestlé, Nestlé’s Garden Gourmet vegan burger, the Incredible Burger, will be launched in German McDonalds from the end of this month. In Scandinavia, McDonald’s had already introduced a vegan burger. About a year ago,the head of McDonald’s Germany had announced that there would be no vegan burger.


The “Big Vegan TS” is the first vegan burger at McDonald’s Germany. The Big Vegan TS  completely dispenses with animal ingredients. The Big Vegan TS is now also offered as standard in the McMenu and can be combined with French fries or salad as a side dish to a vegan menu.

McDonald’s Germany shows in its current credibility campaign “Whether you believe it or not” that the company is working to improve its image, and this new launch is a part of their effort. “Becoming better means for us that we are courageous enough to try out new ways,” says Philipp Wachholz, spokesman for McDonald’s Germany.

The Big Vegan TS will be available from 29 April in all participating restaurants. In restaurants with a limited product range, the so-called satellites, it will be offered in a smaller version as Veganburger TS. Both versions replace the Veggieburger TS from the standard range.

The Nestlé press release on the subject states: “The Garden Gourmet Incredible Burger marks the launch of Nestlé Professional in the refrigerated fresh produce category for the out-of-home market. We are delighted that McDonald´s is the first major customer to choose our vegan patty. Our aim is to offer our customers and their guests meat substitutes that taste good and can also be prepared in the professional kitchens in no time at all,” says Martin Sachse, Managing Director of Nestlé Professional, which is the out-of-home division of Nestlé. “We are further expanding our offering in the Veggie segment and will offer seven more Garden Gourmet products from July 2019”.

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