This Plant-Based Meat Alternative's Cartoon Series Questions Morality of Eating Animals

Livekindly Collective and artist Toon van Driel created the series featuring 10 hero characters

In its promotion of eating more plant-based meat alternatives, Livekindly Collective, which owns brands such as Oumph!, The Fry Family Food Co, The Dutch Weed Burger and LikeMeat, has produced an online cartoon series to encourage people to think of the animals when eating meat.