McDonald’s launches its first ever vegetarian Happy Meal to cater for children (and parents) who shun meat McDonalds’ Veggie Wrap Happy Meal was developed in response to increased demand for meat-free menu options

McDonald’s has introduced a vegetarian Happy Meal to its UK menu for the first time in the company’s history to cater for the growing number of children and parents following meat-free diets.

Vegetarian and vegan bodies have welcomed the fast-food chain’s foray into plant-based fare, saying it shows how “mainstream” it has become to shun meat.

McDonald’s goes veggie

The main component of the new vegetarian Happy Meal comprises a toasted tortilla containing a red pesto goujon, tomato ketchup and shredded lettuce.

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Alone, the vegetarian wrap contains 209 calories, and the full meal, which includes a drink and a portion of either French fries, carrots or pineapple, costs £2.49.

Vegan-friendly Happy Meal

The ingredients are also dairy free, and vegan, though the meal is not formally advertised as such as the tortilla wraps pass through the same toaster as the restaurant’s buns, which contain milk.

McDonald’s worked with the Vegetarian Society and BritMums, an online network of “influencer” mothers, to perfect the recipe, the chain said.

It has also introduced a spicy vegetarian wrap to its main menu to sit alongside its Vegetable Deluxe hamburger.

Meeting demand

Announcing the new additions, McDonald’s said they were developed “in response to the growing customer trend for more meat-free meal choices”.

One third (33 per cent) of McDonald’s UK customers polled said it was important to them to include more meat-free meals into their household’s diets, according to the chain.

“There’s a growing demand for veggie food everywhere and it’s fantastic to see McDonald’s meeting the needs of their customers,” said Lynne Elliot, chief executive of the Vegetarian Society.

“It is especially important for young veggies to be able to choose something to eat when they are out with their friends,” she added.

Meat-free has become ‘mainstream’

For over a decade the charity has approved certain products available from McDonald’s as suitable for those following a meat-free diet. Both new items will carry its trademark, signifying they are 100 per cent vegetarian.

“Even McDonald’s [has had to] accept that veganism is now a mainstream lifestyle choice,” said Dominika Piasecka of the The Vegan Society.

Ms Piasecka praised the company for making its restaurants more inclusive for children who follow a meat-free diet and suggested those who would ordinarily opt for a traditional hamburger might also enjoy the latest additions to the menu.

“Vegan food is not exclusively for vegans – it’s suitable for most diets and religions, and often constitutes a safe food option for all, making clear commercial sense,” she added.

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