Exclusive for six months in France, this agreement could make small in other Burger King in Europe.
Three years after its creation, La Vie will have burger lovers in France salivating as much as investors. After mocking Burger King on social media for a week, the French start-up convinced the king of fast food to put its veggie bacon on its burger menu.
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From this Tuesday, the young company, which aims to have a turnover of 20 million euros in 2023, will be present in the 440 French restaurants of the American fast food chain, which has been playing on the vegetarian menu for a year. More specifically, their bacon slices will be used in the Veggie Steakhouse recipe, the vegetarian version of one of Burger King’s flagship recipes. Exclusive for six months in France, this agreement could make small in other Burger King in Europe.
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For La Vie, which raised 25 million euros at the end of January to boost its marketing in France and expand its small portfolio of products – in addition to bacon, 100% vegetable lardons -, this entry into a fast food heavyweight is strategic. From 2023, Burger King should weigh a quarter of its turnover, alongside Cora, Carrefour, Monoprix, Intermarché, Auchan, Leclerc or the dark kitchens. The start-up now aims to raise around 50 million euros next year, to fully live its American dream by launching commercially in the land of Uncle Sam.