French startup La Vie (formerly 77 Foods), a producer of nitrate-free plant-based bacon, launched its veggie lardons and bacon at Sainsbury and Waitrose outlets in the UK, along with a vegan La Vie bacon burger at Honest Burgers.
Before the launch of its products, La Vie engaged in an Out Of Home (OOH) advertising campaign with the help of Paris-based creative agency, Buzzman, which the company states was successful in its efforts to launch La Vie bacon in the UK.
La Vie veggie lardons are being sold at Sainsbury outlets for GBP 10.5 (~USD 11.8) per pound which is 119% more expensive than the store-brand regular lardons, which retail for GBP 4.8 (~USD 5.40) per pound.
Analyst QuickTake: Although this is the first time La Vie is directly launching its products in the UK, its plant-based bacon was featured in Burger King’s trial vegan outlet in London in March 2022 .
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