# Meatless Burger Menus Swedish Fast Food Chain 'Max' Now Sells Four Meatless 'Max Green Burgers By Laura McQuarrie | Published 2017-01-24 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/max-green References: [vegnews](http://vegnews.com/articles/page.do?pageId=8925&catId=1) & [max.se](http://www.max.se/sv/Kampanjer/Just-nu-pa-Max/green-familjen/) '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](https://www.trendhunter.com/trends/actual-veggies-burgers) 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](https://www.trendhunter.com/trends/plant-based-whopper), 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. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 43% | Activity: 32% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Plant-based Fast Food:** Fast food chains offering meatless options to cater to vegans and vegetarians creates an opportunity for more plant-based offerings in the fast food industry. - **Sustainable Eating Choices:** The popularity and success of plant-based options in fast food chains highlights an opportunity for the food industry to promote and invest in sustainable eating choices. - **Customizable Meatless Burger Kits:** Creating customizable meatless burger kits and meals such as the 'Green Maxbox' can be a disruptive innovation opportunity in the fast food industry as it can cater to specific dietary restrictions and preferences. ### Industries Being Reshaped - **Fast Food:** Fast food chains can invest in plant-based options to cater to the growing number of vegans and vegetarians. - **Food and Beverage:** Investing in sustainable eating choices and promoting plant-based options can disrupt the traditional food and beverage industry. - **Meal Kit Delivery Services:** Meal kit delivery services can create customizable meatless burger kits to cater to the growing demand for plant-based eating options. ## Related on Trend Hunter - [Plant-Based Virtual Burger Menus](https://www.trendhunter.com/trends/vegelicious.md) - [Savory QSR Jackfruit Burgers](https://www.trendhunter.com/trends/mcdonalds-meatless-mckroket.md) - [Meatless QSR Menu Promotions](https://www.trendhunter.com/trends/meatfree-menu.md) - [Vegetarian Fast Food Restaurants](https://www.trendhunter.com/trends/vurger-king.md) - [Mushroom-Based Restaurant Burgers](https://www.trendhunter.com/trends/the-beef-free-boy.md) - [Plant-Derived Smash Burgers](https://www.trendhunter.com/trends/delicious-smash-burger.md) - [Meat-Free Heat-and-Eat Burgers](https://www.trendhunter.com/trends/rustlers-meatless-maverick.md) - [Versatile Vegan-Friendly Burgers](https://www.trendhunter.com/trends/grilld-and-beyond-meat.md) - [Jackfruit-Based Smash Burgers](https://www.trendhunter.com/trends/plantbased-classic-smash-burger.md)