The new Supreme Green menu from MAX Burgers is the natural choice for great taste and climate awareness
Following the successful introduction of the Green menu in 2016, MAX is now launching even more plant-based options that make going green the natural choice. The addition of Supreme Green creates an amazing line-up of delicious new flavour combinations plus two new innovations – mung beans and Swedish yellow peas. The launch feeds into the overall goal that one in two burgers sold at MAX will be red-meat-free.
“According to the Swedish Society for Nature Conservation, food accounts for 33% of a Swedish household’s climate footprint. So if we are going to save the planet, we need to change our eating habits. Here at MAX, we want to help our guests to make climate-smart and sustainable choices that always deliver on taste – this is what drives our product development. And so we’re expanding our range of green meals via the new Supreme Green menu, which also introduces two innovative new plant-based burgers,” explains Kaj Török, Chief Sustainability Officer at MAX Burgers.
The plant-based Real Green Burger, made from mung beans, is fully organic and free from E-numbers and additives. The lacto-ovo vegetarian Crispy Supreme burger is made from Swedish yellow peas and is the first of its kind to hit the market. MAX has been a key player in the innovation and creation of the pea-based burger.
“If we are part of the problem, we need to be part of the solution”
MAX has implemented a wide range of measures over the years, aimed at cutting emissions and improving sustainability. In fact, MAX reduced its carbon emissions by 30% per 1000 kcal between 2015 and 2021, according to the World Resources Institute’s calculations – which is double the rate that the company had been aiming for.
Since 2008, MAX has ensured the planting of over three million trees, in a project that captures carbon dioxide from the atmosphere while also creating jobs and reducing erosion and drought.
2008 was also the year that the company pioneered climate labelling on its menu and launched a survey of its emissions. However, the measure with the greatest impact has been the transformation of the menu. MAX has the widest range of green burgers and, according to the people of Sweden, also the tastiest. A Sifo survey reports that 30% of the people who choose a completely green MAX meal do so because of its lower climate footprint.
2016 saw MAX launch its largest family of products – the Green family, and three years later MAX received the UN Global Climate Action Award. Now the success continues, with guests more able than ever before to make their sustainable choices.
“Climate change is such a critical issue and we want our guests to be able to make those sustainable choices. We’re a small player globally, but we’ve been working intensively on the climate issue since 2008. And while we’re proud of our results so far, we’re always looking out for ways to improve and develop our sustainability work. Our goal is to achieve a 75% reduction in our climate footprint by 2050,” says Kaj Török, Chief Sustainability Officer at MAX Burgers.
The Supreme Green menu will contain eight meals, four of which are vegetarian and three are lacto-ovo vegetarian:
Real Green Burger
A bean burger with Emmental cheese, tomato, sweet onion, crunchy iceberg lettuce, gherkin and original dressing – encased in a sesame bun. 0.4 kg CO2e
Crispy Supreme Sandwich
A crispy burger made from Swedish yellow peas with sweet onion, gherkin and egg-free mayonnaise – encased in a sesame bun. 0.3 kg CO2e
Crispy Supreme Buffalo
A crispy plant-based burger with a hot buffalo sauce, sweet onion, gherkin, crunchy iceberg lettuce and egg-free mayonnaise – encased in a sesame bun. 0.4 kg CO2e
Crispy Supreme Parmesan
A crispy plant-based burger with Emmental cheese, tomato, sweet onion, crunchy iceberg lettuce, Parmesan flakes and aioli – encased in a sesame bun. 0.6 kg CO2e
Plant Beef Cheddar ‘n’ Chili
A Plant Beef burger with jalapeños, Cheddar cheese, melted cheese, tomato, sweet onion, crunchy iceberg lettuce and creole dressing – encased in a sesame bun. 0.7 kg CO2e
Plant Beef Burger
A Plant Beef burger with tomato, sweet onion, gherkin, crunchy iceberg lettuce, ketchup and egg-free mayonnaise – encased in a sesame bun. 0.4 kg CO2e
Grilloumi® Original
A delicious burger with jalapeño salsa, tomato, sweet onion, iceberg lettuce and mayonnaise, all encased in our lovely sesame bun. 1.2 kg CO2e
Crispy Green Nuggets
Crispy breaded plant-based nuggets. Served with your choice of dip. 6 pcs: 0.2 kg CO2e
ABOUT THE SURVEY
The survey was conducted by Sifo on behalf of MAX. A total of 1,068 people aged 16–79 took part in the survey via an online questionnaire. The participants were drawn from Sifo’s randomly recruited and nationally representative Sweden Panel in March 2023.
Helena Stenqvist, press contact MAX Burgers
Helena.Stenqvist@max.se
MAX Premium Burgers is a family owned company and Sweden’s oldest burger chain, founded in 1968. MAX vision is to serve burgers that both taste and do good. MAX has repeatedly been appointed for “most satisfied customers in the business” and “most preferred burgers”. MAX has also received several awards as a leader in social and environmental sustainability and the burger chain was the first fast food restaurant in the world to label and compensate for the food’s impact on the environment. MAX's goal is for every second meal sold in their restaurants to consist of something other than beef by 2022. Since 2018 the whole MAX menu is climate positive. There are approximately 7500 employees working in 190+ restaurants in Sweden, Norway, Denmark and Poland.
