McDonald’s is trialling the McVegan, its first vegan burger, from October through November. The soy patty burger is currently only available at select locations in Finland, and the success of the trial will reportedly determine whether the dish will be offered in other regions.

McDonald’s might not have invented the hamburger, but its relentless global ubiquity made it one of the most powerful symbols of 20th-century capitalism. Success was giving consumers what they wanted, at as low a cost and as efficiently as possible...no matter how sugary and fat-soaked those desires were ;)

That McDonald’s - yes, the subject of Super Size Me - is trialling a vegan burger is a Very Big Deal. Of course, the vegan trend is one that any self-respecting F&B brand manager will know all about. The plant-based food market rose by 8.1% in 2016 as consumers become increasingly conscious about what they ingest. It’s also a trend that perfectly captures the ever-shifting nature of consumers’ race for status: healthy was the new wealthy; now status is displaying a more holistic vision of well-being that includes both one’s own body and the ethical and environmental footprint of one’s food.

Indeed whichever industry you’re in, this innovation points to a wider truth about consumerism. Awareness of the negative impacts of once-popular products will continue to grow. Expectations will rise. Aspirations will shift, and then shift again. Are you keeping up?