Plant-based brand Beyond Meat has launched major campaign Beyond Busy: September Reset, which aims to inspire the UK to implement healthier eating habits.

Running from 1 September, the campaign will include advice for families, recipe content and seasonal inspiration created to help families make healthier choices without compromising on convenience.

Beyond Meat has partnered with NHS GP and TV doctor Dr Amir Khan and fitness entrepreneur and mum Lucy Mecklenburgh.

The two will front the nationwide campaign to encourage the UK to return to balanced diets following the summer holidays.

Ellie Stevens, head of brand, UK, at Beyond Meat, said: “We’re delighted to be working with Dr Amir Khan and Lucy Mecklenburgh to make this back-to-routine moment easier for the nation.

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“Together they bring a unique combination of trusted medical expertise and relatable life experience. September is a natural moment for the nation to reset routines, and we want to show that eating well doesn’t have to be complicated, restrictive or time-consuming.”

As part of the marketing activity, Khan will share expert advice on creating healthier eating habits and offer tips on making reasonable changes to weekly diets.

Mecklenburgh will offer advice on how she keeps mealtime healthy within a busy routine and will share dinner inspiration and easy recipes using Beyond Meat products.

This campaign showcases Beyond Meat’s range of products, including a focus on its popular products such as the Beyond Burger and Beyond Steak Pieces, through national media interviews, recipe content and seasonal lifestyle features.

The partnership aims to inspire meat-reducers and plant-curious consumers to discover how versatile the brand’s products can be within everyday meals.