Beyond La Vie - The Love Story No One Expected

London, April 1, 2025 - You may have seen the banter between Beyond Meat® and La Vie on X. At first glance, it might have seemed like an April Fools’ joke. But here’s the twist: it wasn’t rivalry, it was the beginning of a beautiful “brandmance”.  

Turns out great minds think alike. Beyond Meat launched their new “All Taste, No Worries” campaign featuring Barbara the cow, the perfect sequel to La Vie’s “Relax, it's plant-based” campaign featuring Leon the pig. Both campaigns use the juxtaposition of someone getting ready to eat a meaty meal in their kitchen, while an animal typically associated with that food nervously watches on, concluding with a reveal that the meal being prepared is actually plant-based.

Rather than this creating rivalry, the two brands saw an opportunity to come together and spotlight what really matters: animal welfare and making better food choices. With animal welfare being a key motivator for people entering the plant-based category, both campaigns show how everyone from vegans to flexitarians and even carnivores can enjoy a meaty meal, with none of the worries.   

Rob Bennett, General Manager EMEA at Beyond Meat, added: “We’re really excited to be launching our new “All Taste, No Worries” campaign, which spotlights the importance of animal welfare. We’ve loved working together with La Vie – their plant-based bacon is the perfect complement to our Beyond Burger. Together we can inspire more people to try great-tasting plant-based meat, no sacrifice required”.  

Romain Jolivet, CMO of La Vie, said: “As a society, we need to rethink how we eat meat. Joining forces with Beyond Meat is a great opportunity to show everyone just how delicious our plant-based meat can be. The brandmance between La Vie and Beyond Meat is only just getting started...”  

And what better way to celebrate the collab?   

Enter the Beyond La Vie Burger - an exceptionally tasty plant-based creation featuring a Beyond Meat patty topped with La Vie’s signature smoked bacon, all nestled in a perfectly toasted bun. Just in time for BBQ season, you can find the full recipe here. Both products are available at Sainsbury’s, Tesco, Waitrose, and Ocado - or experience the ultimate brandmance in action at Honest Burger with the Bacon Plant 2.0.

Fans of the brands should keep an eye on La Vie’s UK instagram page to have the chance to win the ultimate Beyond La Vie burger boxes, including limited edition swag.  

When two brands with a shared mission come together, incredible things can happen. And who doesn’t love a seriously good burger?  

About Beyond Meat  
Beyond Meat, Inc. (NASDAQ:BYND) is a leading plant-based meat company offering a revolutionary portfolio of plant-based meats. Founded in 2009, Beyond Meat products are designed to taste and feel like animal-based meat while offering environmental benefits. Beyond Meat strongly believes there is a better way to feed our future and that the positive choices we make every day, even the smallest ones, can help move us toward the future we want. By shifting from animal to plant-based meat, we can make a positive impact on resource conservation and animal welfare. Visit www.beyondmeat.com/en-GB/.

About La Vie™
La Vie™ is a start-up behind a patented plant-based fat technology that mimics the taste, appearance, and texture of meat. With its quirky universe, La Vie™ wants to gently guide consumers towards plant-based substitutes, which are more respectful of the environment and healthier. Founded by Nicolas Schweitzer and Vincent Poulichet, the start-up aims to expand at great speed in large retail chains and restaurants all over Europe. January 2022, La Vie™ announced a record series A fundraising of €25M from investment funds and international celebrities committed to protecting the planet, including Natalie Portman (actress, director, producer), and the CEO’s of Vinted, Blablacar, and Back Market. In May 2022, Burger King France chose La Vie vegetable bacon as an ingredient of its new Veggie burgers.