Peter Andre Veganuary 2023
Press release


December 28, 2022


Peter Andre to cook with lucky winner at a weekend away for two

LONDON, UK, December 28, 2022 -- 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 Bolognaise 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 meat 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.

For additional support, recipes and meals to help you on your Veganuary journey please visit -

About Beyond Meat
Beyond Meat, Inc. (NASDAQ:BYND) is a leading plant-based meat company offering a portfolio of revolutionary plant-based meats. Founded in 2009, Beyond Meat products are designed to have the same taste and texture as animal-based meat while offering certain environmental benefits. Beyond Meat’s brand commitment, Eat What You Love™, represents a strong belief that there is a better way to feed our future and that the positive choices we all make, no matter how small, can help us move towards the kind of future we want. By shifting from animal-based meat to plant-based meat, we can help address concerns related to resource conservation and animal welfare. As of September 2022, Beyond Meat branded products were available at approximately 188,000 retail and foodservice outlets in over 85 countries worldwide. Visit and follow @BeyondMeatEU on Instagram, @BeyondMeat on Facebook, Twitter and TikTok.


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