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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.
The company, which sells its meat-alternative products to 40 countries around the world, has partnered with cartoonist Toon van Driel to create several characters, such as Ernie the Pig, Florence the Sheep and Hoppy the Kangaroo, who each feature in their own short animated episode outlining how they escape being eaten.
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