Plant-based meat brands Beyond Meat and La Vie have teamed up for a new marketing campaign focused on improving animal welfare and promoting healthy food choices. The “All Taste, No Worries” campaign showcases that vegans, flexitarians, and individuals with various lifestyles can enjoy a meaty meal without animal protein. To celebrate the collaboration, the brands have released a joint recipe for a plant-based bacon burger, and UK chain Honest Burger has introduced the Bacon Plant 2.0 featuring a Beyond patty with La Vie rashers.

The collaboration between Beyond Meat and La Vie was hinted at on April Fool's Day with similar advertising campaigns featuring a cow and pig, ultimately revealing the products were plant-based. The brands engaged in social media banter and La Vie even changed its logo to mimic Beyond Meat’s green cow. The goal of the campaign is to inspire more people to try great-tasting plant-based meat with no sacrifices required.

The ad campaigns, featuring a computer-animated cow named Barbara for Beyond Meat and a real rescue pig named Léon for La Vie, were approved by animal rights group PETA. PETA hopes that La Vie's ad will encourage Brits to consider vegan options when shopping, as there is a growing shift towards plant-based eating in the UK. Fans can look out for limited edition Beyond x La Vie “burger boxes” by following La Vie’s UK Instagram page for a chance to win.