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Geographic expansion
La Vie bacon launches in the UK
Plant-based Meat
Sep 22, 2022
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Plant-based Meat

Plant-based Meat

Sep 22, 2022

La Vie bacon launches in the UK

Geographic expansion

  • 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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