Peter Andre announces he is taking part in Veganuary and launches the ‘Take Your First Step Beyond’ Veganuary campaign

Beyond Meat, Inc. (NASDAQ: BYND), a leader in plant-based meat, is teaming up with flexitarian Peter Andre, to inspire the nation to take the first step towards a more plant-based diet this Veganuary… and beyond.

As part of the #FirstStepBeyond cooking contest, Peter Andre will demonstrate just how easy it is to swap animal meat for plant-based meat, as he encourages Brits to get creative in their own kitchens. The contest will inspire the UK to create delicious plant-based meals, reflecting recent data that 67% of Veganuary 2022 participants felt more inspired in the kitchen since taking up the Veganuary challenge.

Peter Andre will ask Brits to pair store cupboard essentials with a delicious Beyond Meat product, such as the iconic Beyond Burger®, Beyond Sausage®, Beyond Mince® or Beyond Meatballs®, to create a dish that’s kinder on the planet.

The lucky winner and a friend will then be whisked off to London for an all expenses two night stay, including up to £500 travel costs, £500 spending money and luxury accommodation at One Denman Place before cooking their winning recipe with Peter himself.

Peter Andre said: “I’m thrilled to be teaming up with Beyond Meat to help the nation take their first step this Veganuary and can’t wait to share how easy it is to cook plant-based meat. Beyond Meat makes it incredibly easy to live a flexitarian lifestyle, which I follow. My family loves a delicious Spaghetti bolognese or Moussaka made with Beyond Mince and their burgers, sausages and meatballs taste incredible.”

Toni Vernelli, Head of Communications, Veganuary, commented: “The way Beyond Meat shines is that it is often the first step to someone becoming plant-based. Often, meat-eaters take their first step to going plant-based by trying Beyond Meat products as it’s so close to meat. They then realise it’s great and start trying more plant-based mat products and vegetables and hey presto, they are plant-based.”

Bram Meijer, Marketing Director EMEA, Beyond Meat, said: “We want to show Brits just how easy it is to take the first step to a more plant-based diet this Veganuary. By putting Beyond Meat at the centre of your plate, you are still able to eat what you love – like a juicy burger – without having to compromise on taste or sustainability.

For the chance to meet Peter Andre and find out more about the #FirstStepBeyond contest please visit from the 28th December or check out @BeyondMeatEU and @PeterAndre on Instagram.

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