Three years after its creation, La Vie will now make burger lovers in France 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 vegetable bacon on its burger menu.
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From this Tuesday, the young company, which is aiming for 20 million euros in turnover in 2023, will be present in the 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, 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 product portfolio - in addition to bacon, 100% vegetable lardons -, this entry into a fast-food heavyweight food is strategic.
From 2023, Burger King should weigh a quarter of its turnover, alongside Cora, Carrefour, Monoprix, Intermarché, Auchan, Leclerc, or 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.
