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