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How La Vie plans to survive the decline in plant-based meat
Despite 2023 being a rough year for plant-based meat brands, La Vie’s CMO believes it can ride the wave, citing 18% brand awareness and 144% year-on-year growth in the UK.
By Molly Innes
French plant-based bacon brand La Vie is confident it will be one of the meat alternative brands to survive the “mess” that is the category’s wider decline.
Speaking with Marketing Week, Romain Jolivet, La Vie’s chief marketing and creative officer, is relaxed about negative outlooks for the meat alternative market, because it’s “just starting”.
