'Max,' a multinational fast food chain based in Sweden launched a collection of 'Max Green' burgers that feature alternative burger options for vegans and vegetarians.
In the collection of four burgers, one is fully vegan-friendly, while the others are suited to
lacto-ovo vegetarians, with customizations that can be made to create entirely dairy- and egg-free burgers. The 'Green Maxbox' is a meatless burger kit for kids that also comes with a drink and a side of fries.
Max’s head of Swedish operations, Christoffer Bergfors says: “When we launched the Green-family, our goal was that by 2020, one in five orders would be from non-red meat." Inspired by the global rise in plant-based eating, the fact that one in five Millennials have never eaten a Big Mac and the success of its own sales so far, the fast food chain has since revised its vision to one in three.