Burger King, which has just reopened its property in London's Leicester Square, is testing an entirely vegan junk food offer until April 10.

The Whopper, the restaurant chain's iconic sandwich, and even the children's menu are now available in a 100% vegan version. In total, no less than 25 options have been developed with several partners. On the agenda are revisited recipes such as burgers made of fake steaks or vegan bacon replacing the bacon of the French food tech La Vie, which raised 25 million euros last January.

New products will also be offered in the short-lived restaurant: Katsu burgers with curry, inspired by Japanese food, or XL burgers made with fake cheese.

By 2030, the fast-food chain aims to have 50% of its menu made up of plant-based products. By then, if the concept is enthusiastically received, Burger King could quickly consider developing and opening more 100% vegan properties on a permanent basis.

The general trend points to an ever stronger desire to consume "healthy" and increasingly responsible. 26% of French people want to reduce their meat consumption according to a survey by The NPD Group. This trend is even stronger among 15-25 year olds: 71% of them would be in favour.

The new generations' concern for the environment is leading to new eating habits. In general, we find an increasingly wide range of plant-based and vegan products on supermarket shelves, but also in the F&B sector.

According to an Ifop study from 2022, 21% of French people follow a specific diet: flexitarian, limiting their meat consumption; pescetarian: limiting their fish consumption; vegetarian or vegan.

Last year, Burger King was already betting on offering its customers a meatless burger: the Impossible Whopper, made from a vegetable patty designed by the startup Impossible Foods. In the United States, last January, for a limited time, it was possible to order chicken-free fried chicken from KFC. Another initiative, McDonald's, also in partnership with Beyond Meat for several months, has introduced a meatless burger on its menu: the McPlant.

Faced with the growth of this market and these vegan alternatives, F&B actors are adapting their offers to the needs of consumers who are increasingly concerned about their diet. According to The NPD Group, fast food alone accounts for 65% of orders for meat and fish-free dishes. It is likely that these initiatives in the F&B sector will increase in the coming months.