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After 120 years of making beef-based drink Bovril, the company is planning to create a vegan Bovril option.
The brand has partnered the world’s first vegan football club, Forest Green Rovers (FGR) to create the drink.
The protein paste, usually made from beef, will be made from beets. It will be available exclusively on offer at FGR’s grounds The New Lawn from the opening home game of the 2021/2022 season.
The club already offers a range of vegan pies and beers, but says this new option is the ‘one iconic footy ritual that has never been able to be matched’.
Dale Vince is chairman of Forest Green Rovers as well as a Veganuary ambassador. In a statement sent to PBN, he said: “We’re famously not fans of tradition but – a pie and a mug of Bovril are for many people a football tradition. While we have great pies without animals in them, we’ve no Bovril alternative.
“That may be about to change, with the advent of plant Bovril. I think that would be fantastic.”
“There are so many benefits to a plant-based diet – not least athletic performance and as it happens, beetroot is renowned for its enhancing properties. It’s definitely something for our players, another edge to our game. Make no bones about it – plant Bovril is a fab idea.”
‘Never been a better time’
Sophie Allan, brand manager at Bovril, added: “Bovril has long been known as traditional football fare. We’ve been warming the terraces since 1886. But times and appetites are changing, and we would never want to leave any football fans out in the cold.
“Seeing Forest Green make major moves in the vegan space made us realize that there has never been a better time to explore the prospect of a new, one-off formula that simply can’t be beet – ensuring that all fans can get in on the action.”