Beyond Meat's vegan beyond burger is to be featured in a 30-second advert for the Super Bowl, to an expected audience of over 100 million in the US alone.
An 'iconic first'
The first vegan meat commercial to air at the Super Bowl, on 3 February, has been described as an 'iconic first for the plant-based category'.
Following the Super Bowl, The Beyond Famous Star TV ad will run in all Carl's Jr regions across the US on 4 February.
Beyond Meat Founder and CEO, Ethan Brown, said: "I have long looked forward to the day when my kids can go to a major fast-food chain and order The Beyond Burger. I am grateful to say that day has arrived.
'Eat what you love'
Brown added: "at our core, Beyond Meat is about enabling consumers to eat what you love, and there is no better example than being able to enjoy a delicious Carl’s Jr. burger while receiving the added health and sustainability benefits of the plant-based Beyond Burger.
"It is with innovative and forward-looking partners, like Carl’s Jr., that we are building a brighter and more sustainable future."