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Remember when McDonalds quietly shelved its McPlant ambitions? Well McDonalds Canada has gone against the memo from head-office. The McVeggie is now going nationwide, slotting a Beyond (Meat ) plant patty into the most mainstream of menus. For a chain still printing cash off Big Macs, this is a consumer signal showing plant-based has staying power, even in the most conservative QSR (Quick Service Restaurant) arena.

Grill’d has signed a national partnership with Beyond to launch the Beyond Burger IV - the fourth-gen patty now boasting avocado oil, 20 grams of plant protein, and a clean label free of soy, gluten, and GMOs. For Beyond, whose share price has been battered globally, the deal is more than just another menu slot, it’s a potential lifeline. Grill'd has 173 burger outlets Australia wide.

In a move less about shock and more about shedding the last vestiges of a fading food illusion, Beyond Meat just dropped the 'Meat' according to US reports. That’s right, Beyond Meat will simply be Beyond, and with it comes a recalibration of the alt protein narrative. Out with mimicry, in with meaning.