Beyond Meat has partnered with former England footballer Karen Carney to serve as a UK ambassador, focusing on promoting their plant-based products such as the Beyond Burger and Beyond Sausage. The partnership coincides with summer retail occasions, including BBQ season and National Hamburger Day. A new consumer research study conducted in the UK revealed that taste, convenience, and healthy, balanced options are key factors when Brits choose home-cooked meals, with many expressing interest in trying more plant-based options for better taste and higher protein content.

Carney, a plant-based convert herself, has been following a plant-based lifestyle for years and attests to the benefits of Beyond Meat products in her own performance and recovery. The UK remains an important market for Beyond Meat, which has been working on recovering market share after facing significant revenue declines in recent years. Their products featured in the campaign are available through major UK retailers and selected foodservice partners, aiming to appeal to a wider audience looking for delicious, easy, and high-protein plant-based options.