Hamburger chain Max chooses climate over beef in new menu
Max, a Swedish fast-food chain, will roll out five new vegetarian menu options early next year in an effort to promote a more climate-friendly meal to customers.
The company says the new vegetarian products are part of a wider campaign to lower the chain's carbon footprint.
"We realize that we are one part of the problem of today's climate change and we will try to do everything that we can to reduce or even take away our impact," CEO Richard Bergfors tells Radio Sweden.
He went so far as to tell the business magazine Veckans Affärer that "We know that it would be good for both the environment and health if people ate less red meat."
The restaurant chain, which features the slogan "Sweden's tastiest hamburger", already has one vegetarian burger on its menu.
Bergfors says only about 1 percent of total sales come from the existing vegetarian burger but that Max hopes the launch of five more will convince more diners to go meatless.
"Even if you're not a vegetarian, I think you will like it," he says
The new burgers will be unveiled in January and available nationwide in Sweden later in the month. Bergfors says one option will be vegan and other will be aimed at children.
The prices for the new items haven't been set yet though Bergfors says he expects them to cost about the same as similar non-vegetarian burgers offered by the chain.