These two plant-based giants got together to write an unexpected sustainable love story

You may have seen the playful back-and-forth between Beyond Meat® and La Vie on X. What started as lighthearted banter quickly turned into something bigger—the beginning of a powerful collaboration.

Turns out, great minds think alike. Beyond Meat recently launched its “All Taste, No Worries” campaign, featuring Barbara the cow—a perfect sequel to La Vie’s “Relax, It’s Plant-Based” campaign, which starred Leon the pig. Both campaigns cleverly use the same concept: an animal typically associated with a meaty meal watches nervously as someone prepares food, only for the big reveal—it’s actually plant-based.

More than just a collaboration

Rather than sparking competition, the two brands recognised an opportunity to amplify what really matters: animal welfare, sustainability, and better food choices. With ethical and environmental concerns being key motivators for people entering the plant-based category, both campaigns highlight how everyone—from sustainability-conscious consumers to flexitarians and even meat-eaters—can enjoy a satisfying meal while making a positive impact.

Rob Bennett, General Manager EMEA at Beyond Meat, expressed excitement about the campaign, emphasising that it spotlights the importance of animal welfare and sustainable eating. He also highlighted the brand’s enthusiasm for working with La Vie, stating that their plant-based bacon is the perfect complement to the Beyond Burger. According to Bennett, the collaboration aims to inspire more people to try plant-based meat without any sacrifice, benefiting both their health and the planet.

Romain Jolivet, CMO of La Vie, reinforced the need for society to rethink its approach to eating meat, not only for ethical reasons but also for sustainability. He described the partnership with Beyond Meat as a great opportunity to showcase just how delicious and environmentally friendly plant-based alternatives can be. He also hinted that this “brandmance” is only just getting started.

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The Beyond La Vie Burger: A match made for a sustainable future

Beyond Meat & La Vie

What better way to celebrate this union than with the ultimate plant-based creation? Enter the Beyond La Vie Burger—a mouthwatering combination of a Beyond Meat patty topped with La Vie’s signature smoked bacon, all nestled in a perfectly toasted bun.

Not only does this burger deliver on taste, but it also champions sustainability by reducing the carbon footprint associated with traditional meat production. By choosing plant-based options, consumers can help lower greenhouse gas emissions, preserve natural resources, and support a more ethical food system. Just in time for BBQ season, the full recipe is now available.

Both products can be found at Sainsbury’s, Tesco, Waitrose, and Ocado. Or, for a true taste of this brandmance in action, visit Honest Burger and order the Bacon Plant 2.0.

A collaboration with perks

Fans of both brands should keep an eye on La Vie’s UK Instagram page, where they’ll have the chance to win the ultimate Beyond La Vie Burger boxes, complete with limited-edition swag.

When two brands with a shared mission come together, incredible things can happen. And really—who doesn’t love a delicious, sustainable burger?