Reading Time: 2 minutes Vivera wants people to try vegan meat
Reading Time: 2 minutes

A vegan meat brand is launching two new products this Veganuary – and will promote their benefits via a TV advert.

Vivera, known for its plant-based steak, will also use the ad to urge people to try a vegan diet for 30 days. It aims to achieve 50,000 sign-ups to the app in January across the UK, Holland and Germany.

The advert, which will run on Channel 4, will showcase Vivera’s new Lincolnshire Style Sausages and Southern Fried Nuggets. They are both launching in Sainsbury’s this month. 

Veggie Challenge App

Vivera has partnered food awareness organisation ProVeg International to promote plant-based eating via its Veggie Challenge App.

This pledge sees participants sign up to try being vegan, vegetarian or flexitarian for 30 days. 

The pledge offers an app providing free support. This comes in the form of recipes, and tips. It also offers info about how much land, CO2, water and animals participants have saved.

‘Making plant-based easy’

In a statement sent to Plant Based News, Willem van Weede, CEO of Vivera, said: “We are really fuelling our growth objectives with this media campaign and new product launches. 

“Our aim is to make the switch to plant-based as easy as possible for consumers with our great products, delicious recipes and Proveg’s Veggie Challenge app. 

“This Veganuary we want plant-based dining to become the new normal, as consumers become more aware of the benefits of plant-based diets for the environment, our health, and for animals.”

‘Plant-based is booming’

Rosie Bambaji, Buyer, Fresh Plant-Based at Sainsbury’s, added: “The plant-based category is booming. We’re delighted to exclusively launch Vivera’s new Lincolnshire Style Sausages and Southern Fried Nuggets with BBQ Sauce. 

“Consumers now have more choice than ever. We’re sure Veganuary 2021 will be successful in encouraging more people to try the wide range of tasty plant-based foods on offer.”

Consumers can download the Veggie Challenge App from the Apple App Store and Google Play. The Vivera TV advert promoting the app is currently running on Channel 4.

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.