‘I’d rather eat an actual burger’: why plant-based meat’s sizzle fizzled in the US

McDonald's has shelved its meat-free burger trial and stock in one of the major manufacturers has dipped nearly 70%

At the start of the year, McDonald's launched a plant-based burger sizzled on a flat-iron grill, then topped with slivered onions, tangy pickles, crisp shredded lettuce, Roma tomato slices, ketchup, mustard, mayo and a slice of melty American cheese". For a while, it looked like a glimpse of the future.

The US test run of the McPlant burger was quietly shelved last month (it is still available in some markets, including the UK) in one of a series of setbacks for a meatless-meat industry that only a year ago was claiming it could change the great American menu for ever.