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Sweet Earth latches onto two topics in the American zeitgeist at the moment—plant-based grub and high-stakes gridiron—via a partnership with Eddie Jackson, a former NFL-player-turned-celebrity-chef and Food Network star.
The partnership, which dovetails with the increasingly popular Veganuary movement, centers on Jackson’s overhaul of traditional game-day recipes using Sweet Earth’s chicken-free chicken.
A related contest on Instagram will dole out meatless party packs so consumers can replicate the veggie-friendly finger food at home. And a winner in Los Angeles will get an in-person visit from Jackson and a catered spread made with Sweet Earth products.
The California-based alternative protein brand, now owned by conglomerate Nestlé, isn’t an official Super Bowl 56 sponsor, so it doesn’t use any references to the Big Game in its promo language.
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