The burger chain wants to capitalize on the vegan boom

The trial is taking place in Finland (Photo: McDonalds)

Burger giant McDonald's has launched a trial of a vegan burger, according to a report by Veggie Athletic.

The McVegan went on sale today as part of a trial in a single restaurant in Tampere, Finland. The trial will last until the end of November.

If the product is successful, it may expand to more outlets.

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Performance

Christoffer Rönnblad, Marketing Director of McDonald's in Finland, claims the response so far has been positive.

He said: "We are following the reaction with interest and we are happy to receive feedback.

"That's the purpose of the trial."

Future

Whatever the outcome, he confirmed that the brand will continue to expand its meat-free offerings in the future.

He added: "The vegan hamburger required extensive in-house product development. The [vegan] hamburger steak is soy based.

"We were really passionate about finding a steak that tastes really good."

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