McDonald’s is rolling out a new vegetarian sandwich across Canada this month.
The McVeggie, which features a breaded patty made with a blend of vegetables such as carrots, peas and soybeans, will be added to McDonald’s menus at participating restaurants starting Sept. 16.
The chain says the move follows a regional test earlier this year in Ontario, British Columbia and New Brunswick.
“Canadians asked for more options to meet modern lifestyles, and we listened,” said Francesca Cardarelli, McDonald’s Canada’s chief marketing officer.
While the McVeggie offers a meatless alternative, nutrition experts caution that consumers should examine the ingredients carefully before assuming it’s a healthier choice.
“I hope people are not under the illusion that if they eat this burger, that it’s actually a healthier choice or that they’re actually going to get any meaningful amount of vegetables,” Dana Olstad, associate professor in the Department of Community Health Sciences at the University of Calgary, said in a zoom interview with CTVNews.ca.
“It seems like it’s just vegetables covered in breadcrumbs, some sort of a coating with probably a lot of binders to hold everything together,” she said. “I would rather people eat a hamburger, to be honest.”
Registered dietitian Elahe Askari also expressed skepticism over the nutritional value of the McVeggie patty.
“We are talking about fast food,” Askari said in a zoom interview with CTVNews.ca, noting that while the McVeggie does contain iron and some fibre, its sodium content could be a red flag for some consumers.
“It’s basically half of the salt that a person may take in a day,” she said, adding that the overall health value of such a product depends on context and frequency of consumption.
“If this is something that you regularly want to do, definitely ask for the nutrition label of the food,” she said. “Eating whole food is definitely a better option for everyday use. Just leave (fast food) options for occasional (use).”
Dietitian Diana Michelle Steele said despite its high sodium level and likely deep-fried patty, the McVeggie does bring some positives to the table.
“It looks like there are actually vegetables in the patty,” she said in an email to CTVNews.ca. “I live by the 80/20 rule, so if you eat healthy foods 80 per cent of the time, then it’s ok to have not so healthy 20 per cent of the time.”
“Any time you can add more veggies to your diet the better!” she added.
From a market perspective, however, industry analysts say the move reflects a clear shift in consumer preferences and strategic positioning.
“In the Canadian market, similar to the global market, we are seeing this growing interest in more plant-based options or more sustainable food options,” said Sadaf Mollaei, assistant professor at the University of Guelph and the Arrell Chair in the Business of Food. “It usually translates to more vegan, vegetarian options.”
Mollaei noted that while McDonald’s has previously tested plant-based offerings, the McVeggie reflects a refined marketing approach.
“It’s not replacing the burger ... it’s just another thing,” she said. “So even if you are not a vegan or a vegetarian ... it’s this new product that you might like.”
McDonald’s is also offering a spicy version of the McVeggie, topped with its habanero sauce.
The fast-food giant says the new item is created specifically for the Canadian market and reflects the growing demand for plant-based or vegetarian options.
