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Plant-based meat brand offers customers chance to ‘grow’ their own sausages

By Taruka Srivastava | Freelance journalist

July 5, 2022 | 6 min read

Plant-based meat brand Peas of Heaven is asking people to exchange their homegrown peas for sausages.

Peas of Heaven

Peas of Heaven is exchanging peas for sausages in its latest campaign

Their new campaign, created by Forsman & Bodenfors, is asking people to buy pea seeds from its online shop and then plant them. Once they’ve grown, people are urged to send these peas to Peas of Heaven in return for a homegrown sausage.

The grow-your-own-sausage kit consists of pea seeds, instructions and a bag for customers to send back their peas in. Customers can choose between chorizo, barbecue sausage or cabanossy varieties of sausage.

The campaign will run across social media.

In 2020, the EU decided that there’s no need to differentiate between plant-based sausages and burgers and their meat counterparts.

Julia Holtback Yeter, art director at Forsman & Bodenfors, said: “With this idea, we take a hands-on approach to plant-based comfort food. And since growing your own vegetables and herbs is as popular as ever, we want to let people try to (for the first time ever) grow their own sausages at home. It’s not the quickest way to get a sausage, as it takes around 50 days for the peas to grow, but maybe you’ll get a better understanding and respect of the process behind plant-based food.”

Julia Granung, head of product & R&D at Peas of Heaven, said: “We want to change people’s view on everyday food, what it consists of and how it is produced. Today most people think of sausages as meat. But great sausages can also be made from peas. I hope that in the near future we will think of everyday food as plant-based.”

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