Beyond Meat has partnered with Strictly-winning footballer and broadcaster Karen Carney to drive demand for plant-based meals this summer.
The partnership will see Carney front a media campaign showcasing Beyond Meat products including its Beyond Burger, Beyond Steak Pieces and Beyond Sausage.
She will “front a series of national, seasonal and food-led media moments” for the brand, including interviews, recipe content and meal inspiration, during the run-up to the Fifa World Cup.
It will spotlight Beyond Meat products such as its Beyond Burger, Beyond Steak Pieces and Beyond Sausage.
The company said the campaign would “showcase how protein-packed Beyond Meat products can fit seamlessly into everyday life, without compromising on taste or enjoyment”.
It comes as a Beyond Meat survey of 998 adults found the key drivers encouraging Brits to try more plant-based meals included better taste (42%), higher protein options (23%) and easier recipes (23%).
“A plant-based diet really suits me and my only regret is that I didn’t do it earlier,” Carney said. “There is a misconception that you’re going to lose power and strength but that hasn’t been my experience.
“Once my body started to adapt, my recovery was better, my stats were better and I felt better in myself.”
Head of brand, UK at Beyond Meat Ellie Stevens said Carney brought “authenticity, authority and mainstream appeal”.
“Together, we want to show more people that Beyond Meat products offer a delicious, easy and high-protein solution, whether you’re a committed meat reducer or simply curious to try something new,” she added.
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