September 29, 2021
Gastronomy & Catering
Japan’s most popular domestic burger chain, MOS Burger, now offers a new version of its plant-based Green Burger. The burger was first launched in March last year to meet changing consumer demands.
According to Hiroto Yamazaki from Tokyo Japan Herbal Inc the new version of the burger will be available from September 22, 2021 in all Mos Burger restaurants in the country. It includes a soy-and-mushroom patty with teriyaki sauce and the chain’s Plant-Based Green Mayo. The bread is colored green with spinach and contains soy cream for extra moisture.
The launch is part of MOS Burger’s drive to achieve two sustainability goals: good health and well-being, and responsible consumption and production. He describes the burger as “eco-friendly and body-friendly”.
Veganism in Japan
As veganism becomes more popular in Japan, plant-based companies and products are starting to take off. Next Meats recently developed vegan pork, tuna and milk in the country, while vegan silk company Spiber raised $312 million and is planning an IPO. In August, the 1000 Vegan Project achieved its goal of serving vegan meals in 1000 canteens across Japan.
“Due to the influence of the media, I feel that awareness of veganism has increased in Japan, but it is limited to certain cities, and it still lags nationwide,” said the project leader Hitoshi Sugiura at vegconomist in an interview last year. “We hope this initiative will lead to increased awareness of veganism across the country.”