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“With a constant increase in the number of French people adopting a vegetarian or flexitarian diet, McDonald’s is responding to changing eating habits,” McDonald’s said in a press release.

But an increasing number opt for a flexitarian diet.

Professor Mouritsen believes that flexitarian diets are a more viable option than today's focus on replicating meat products using plants:

"I think we need to be more flexitarian. We need to get used to having a lot more vegetables and much less animal-derived fare on our plates. But in terms of taste, nothing should be absent. Therefore, my vision is that we add something from the animal kingdom that really boosts taste, so that we can make do with very small amounts -- but enough to provide flavours that vegetables can't," says Mouritsen.

"We find that a more sustainable, flexitarian diet increases the feasibility of the Paris Agreement climate goals in different ways," says Florian Humpenöder, PIK scientist and co-lead author of the study to be published in Science Advances.