Burger King UK has launched a campaign to encourage meat eaters to try plant-based options, with the help of reality TV star Pete Wicks. Wicks, appointed as the first-ever "Chief Persuader," will be delivering Vegan Royale® burgers to meat-eaters in an effort to increase awareness and trial of plant-based burgers. Research from GFI shows that over 40% of meat eaters have never tried a plant-based burger, highlighting the need for this initiative.

Recent studies have shown a growing openness to plant-based foods among UK consumers, with nearly 60% willing to try plant-based options. The campaign aims to change perceptions by offering a free Vegan Royale® with a minimum spend of £20 on UberEats or Just Eat until July 8. Wicks stresses that trying a quality plant-based burger can change people's perspective, and hopes to convince more meat eaters to give it a go to experience the taste of plant-based alternatives.

“If I can get a few more people to give plant-based a try, then I’ve done my job” - Pete Wicks.