McDonald's plant-based McPlant burger struggled to gain traction in the US, but demand remains high internationally.
The McPlant patty, made in partnership with Beyond Meat, is made from peas, rice, and potato and designed to mimic beef.
After a half-year trial in the US, McDonald's decided not to make the McPlant a permanent menu item.
The Double Double McPlant, featuring two patties, is set to launch at nearly 1,400 locations in the UK and Ireland in January.
The regular McPlant became a permanent menu item in the UK in January 2022 after a successful trial period.
The US plant-based market is expected to grow at a CAGR of 19.3% through 2030, with Burger King successfully selling plant-based burgers since 2015.
Factors contributing to McPlant's weak sales in the US may include the high cost of alternative meat and the oversaturation of products in the market.
BTIG analysts suggest that McPlant's price point needs to be more competitive with traditional burgers and its health and climate benefits need to be emphasized.