In a bid to prop its sagging business in Japan and appeal to the boom here in all things native and healthy, McDonald’s has announced it will launch a Tofu burger later this month.

Plagued by youth savvy competition and a BSE crisis the company had seen profits dive recently for the first time in its 29 years in Japan.

McDonald’s Holdings Co. (Japan) Ltd. now hopes the new tofu burger and a range of other healthy style additions to its Japanese menu will see a reversal of its fortunes.

The new tofu burger will come with a ginger-flavoured soy sauce, and will be priced at ¥230 (US$1.91).

To read an open-access feature about a healthy rival to McDonald’s in Japan, Freshness Burger, click here.