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Burger King France is partnering with French vegan pork startup La Vie Foods to add its bacon to menus exclusive to the French market for six months.
As of May 24, La Vie entered 430 Burger King restaurants, representing every location operating in France.
The Veggie Steakhouse burger, a vegetarian version of one of Burger King's best-selling sandwiches, will feature La Vie's plant-based bacon rashers.
The image of Burger King's hitherto bacon-free Steakhouse was digitally doctored by La Vie to show how it could appear with its rashers added.
La Vie actively advocated for the alliance, even advertising Le Parisien underlining customers' demands for the two to collaborate. Burger King took attention because of the unorthodox approach.
The firm went on to say that the Burger King agreement was the latest step in its quest to reach as many people as possible with vegan meals.
If La Vie's bacon proves popular in its home nation, a larger European rollout is being considered.
Since its inception in 2019, La Vie, formerly 77 Foods, has been steadily growing. After three years of research and development, the company finally released its bacon at the beginning of this year. It says that customers can't tell the difference between its plant-based rashers and regular bacon.
Vegan activist and Hollywood actor Natalie Portman was amongst the investment participants, alongside Oatly chairman Eric Melloul in La Vie's closure of a record-breaking €25 million Series A funding round in January. It was the largest single alternative protein raise for a French food tech.
