Beyond Meat, Inc. (NASDAQ: BYND), a pioneer in plant-based meat, has teamed up with OATLY, the renowned Swedish oat-based plant protein brand, on a campaign to carry the spirit of sustainability into the busy festive season. Together, the brands are highlighting their joint ongoing mission of reducing the planet’s carbon footprint through making more sustainable choices, in this case promoting the idea of reusability.
As part of the drive to spark a deeper discussion about ‘single-use’ culture, the brands are launching a series of covetable co-branded merchandise featuring specially-created artwork. The collection seeks to reimagine everyday disposable items, especially those used at parties and events, connected with food and drink. Each collectable piece recasts the notion of throwaway items, transforming them into more sustainable, reusable ones. The line-up includes ceramic mugs, plates, handkerchiefs and more.
The collection will make its debut at the wildly popular four-day Green Christmas Market event in Shanghai starting December 17. A co-branded gift bag has been designed especially for the event that when purchased can be redeemed for a Beyond Burger® or Beyond Pork™ baozi from Beyond Meat plus an oat milk coffee from OATLY. Each day of the Green Christmas market, Beyond Meat will also be giving away 1,000 free burgers and baozi as part of its ongoing ‘One Million Ways to Live Healthier’ campaign. The latest plant-based innovation from Beyond Meat, Beyond Pork is designed to deliver the sumptuous taste, juicy texture and culinary versatility similar to traditional minced pork while offering the added health and environmental benefits of plant-based meat. Beyond Pork debuted exclusively in China in November, making the Green Christmas Market a great chance for fans to try this new product.
“Beyond Meat popping up at the Green Christmas Market means a fantastic opportunity to introduce even more people to the nutritional and environmental benefits of plant-based meat, not to mention the delicious taste!” explains Candy Chan, China General Manager, Beyond Meat. “As fellow pioneers in the plant-based movement, and with a shared vision for creating a more nutritious and sustainable food system, OATLY is an excellent partner with which to create this experience.”
Specially-created artwork has been produced exclusively for the campaign, bringing together the Beyond Meat and OATLY brands with a series of eye-catching illustrations and positive green-minded slogans. The designs place OATLY’s signature monster character and a caped ‘burger hero’ from Beyond Meat side by side. Together, the two characters proclaim a series of catchy sustainability-focused messages, including “For the Healthier Good,” “For a Better Planet” and “For a Happier Year.” Rendered in black and white with a splash of green, the designs channel both brands in a fresh and design-savvy way.
“OATLY has always been loved by many young, health-conscious and earth-conscious people because of its unique brand design and sustainable brand concept,” says OATLY. “So, it’s very exciting to be able to collaborate with the like-minded team at Beyond Meat. We look forward to people enjoying the great tastes of OATLY and Beyond Meat and using some of our environmentally-friendly collectables to do so.”
About Beyond Meat
Beyond Meat, Inc. (NASDAQ: BYND) is a global protein company, offering a portfolio of revolutionary plant-based meats. Founded in 2009, Beyond Meat products are made from simple, plant-based ingredients and designed to have the same taste and texture as animal-based meat, while being better for people and the planet. Beyond Meat’s brand commitment, Eat What You Love™, represents a strong belief that there is a better way to feed our future and that the positive choices we all make, no matter how small, can have a great impact on our personal health and the health of our planet. By shifting from animal-based meat to plant-based meat, we can positively impact four growing global issues: human health, climate change, constraints on natural resources and animal welfare. As of September 26, 2020, Beyond Meat had products available at approximately 122,000 retail and foodservice outlets in over 80 countries worldwide. Visit beyondmeatchina.com.cn, follow @别样肉客BeyondMeat on Sina Weibo, and scan the QR code below to follow us on WeChat.
About OATLY
OATLY is a world leader in the global sustainability movement, promoting the benefits of plant-based eating from both a nutritional and sustainability standpoint in order to create positive societal change. The company was founded in the 1990s and is based on original scientific research from Lund University. Today the company offers a broad range of nutritious and sustainable oat-based products which utilize a patented enzyme technology that copies nature’s own process and turns fiber-rich oats into nutritional liquid food designed specifically for humans.
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