v2food launches Taste-a-tarian campaign

v2food has launched the Taste-a-tarian campaign, with the hope of uniting consumers who enjoy good tasting food and increasing the consumption of plant-based meat. 

The company notes a recent survey by YouGov. It found that 98% of the Australian adults surveyed said the taste of a product is important to them when making purchase decisions on food.

“No matter whether you are a carnivore, pescatarian, vegan or vegetarian,” says v2food, “everyone can enjoy tasty food by claiming to be a taste-a-tarian.”

To encourage all Australians to try a “delicious” plant-based burger and identify as taste-a-tarians, v2food has partnered with restaurant chain Ribs & Burgers to give away free v2burgers for dine-in or in-store takeaway customers who say they are a “taste-a-tarian”. Starting from 11:30 am today (23 November), the first 1000 taste-a-tarians will score a free v2 cheeseburger, until sold out.

To help more Australians explore and enjoy more plant-based meat alternatives, v2food has also announced its ongoing partnership with Ribs & Burgers. Customers will be able to customise their order and make any burger on the Ribs & Burgers menu plant-based by selecting a v2burger option for no additional cost.

“In Australia, we’re seeing people change their diets for a number of reasons including sustainability, health, and ethical considerations,” says v2food Chief Growth Officer Andrew May.

“Whilst there are varying factors that drive consumers to seek out alternative food options, ultimately they want their meal to taste great, feel normal and be ‘everyday easy’.

“As Australians, we cherish mealtimes and social occasions and it’s our goal at v2 to deliver great-tasting food that satisfies every palate. Our Taste-a-tarian campaign shows that v2’s range of plant-based protein products deliver that same meaty taste and makes meals easy, no matter your dietary preference.”