Beyond Meat has teamed up with Peter Andre to encourage the nation to try a plant-based diet this Veganuary.
The collaborations ‘Take The First Step Beyond’ campaign looks to target meat-eaters and flexitarians as according to a YouGov poll, 52% of Veganuary participants are meat or fish eaters prior to the challenge.
As part of the initiative a cooking contest will run online and via social media, with Andre demostrating how to swap animal meat for plant-based meat and asking Brits to pair store cupboard essentials with a Beyond Meat product.
The winner will receive an all expenses two night stay in London with £500 travel costs and £500 spending money, as well as the chance to cooking their winning recipe with Andre.
The plant-based brand will also be creating a series of recipes, vegan eating cooking tips and insights via its Instagram page throughout Veganuary.
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“We want to show Brits just how easy it is to take the first step to a more plant-based diet this Veganuary,” Beyond Meat marketing director EMEA, Bram Meijer said.
“By putting Beyond Meat at the centre of your plate, you are still able to eat what you love – like a juicy burger – without having to compromise on taste or sustainability.”
Andre added: “Beyond meat makes it incredibly easy to live a flexitarian lifestyle, which I follow. I’m thrilled to be teaming up with Beyond Meat to help the nation take their first step this Veganuary and can’t wait to share how easy it is to cook plant-based meat.”
Veganuary head of communications, Toni Vernelli said: “The way Beyond Meat shines is that it is often the first step to someone becoming plant-based.
“Often meat-eaters take their first step to going plant-based by trying Beyond Meat products as it’s so close to meat. They then realise it’s great and start trying more plant-based meat products and vegetables and hey presto, they are plant-based.”
