Lightlife Takes its “Live Long, Travel Light” Mission on the Road
TURNERS FALLS, Mass., July 2, 2012 /PRNewswire/ — Nearly half of Americans say that they want to eat less meat[i], but many of them simply don’t know how to start. Lightlife, one of the original producers of vegetarian cuisine, is hitting the road for a seven-city U.S. tour to show Americans that a veggie lifestyle can be simple, delicious and good for the planet.
From July through October, the mobile journey will introduce vegetarians and a growing number of flexitarians, or those who are looking to reduce their meat consumption, to go veggie – and try the latest additions in the Lightlife line-up. To further bring the brand’s “Live Long, Travel Light” philosophy to life, the electricity used in Lightlife’s event space will be powered by a stationary energy bike that visitors can ride to help generate power.
“Our hope for this tour is to bring delicious, veggie-based foods like our new veggie burgers to Americans nationwide so they can see, and taste, firsthand that ‘going veggie’ is not a sacrifice, but a celebration. It’s also a significant step in making you and the planet a little healthier,” says Rocki Hunter, brand director for Lightlife.
People Want More Vegetarian Foods in Their Diets, But Are Unsure of Where to Start
Currently, only 10 percent of Americans call themselves “vegetarian,” but the numbers are growing every year[ii]. The largest growth is from a new segment of folks called ‘flexitarians,’ who want to reduce their meat consumption even just one day a week. Since they haven’t made the full switch to vegetarianism, these consumers are looking for vegetarian options that can be cooked in the same way as their meat counterparts, with a similar taste and texture. They’re also looking for veggie alternatives that are powered with protein and aren’t just laden with carbohydrates.
For the first time, Lightlife is expanding into the frozen aisle to offer new veggie burgers and entrees that are a good source of whole grains, packed with plant-based protein and cook up the same way as their meaty counterparts.
- Frozen Vegetarian Burgers – Good source of protein (at 14 grams per serving) plus 25 percent bigger than the leading veggie burger brand. Varieties include: Backyard Grill’n Burger, Kick’n Black Bean Burger, Farmer’s Market Veggie Burger and Mellow Portobello Mushroom Burger. (Suggested retail price: pack of 4 for $4.29).
- Vegetarian Frozen Meals - Offering at least 15 grams of protein per serving and in delicious flavors like Amaz’n Asian Sesame Chick’n, Perfecto Penne Primavera with Meatless Crumbles, Ole Santa Fe Chick’n, and Bella Portabella Tuscan Chick’n. (Suggested retail price: $3.99).
Life is a Journey: Live Long, Travel Light
The Lightlife tour kicks off in Copper Mountain, CO at Whole Living’s popular Wanderlust festival – a mind and body retreat that brings together yoga, the great outdoors, inspiring speakers, food, wine and live music. In each city, fans can stop by the Lightlife space to try the new veggie burgers, learn tips for going meat-free with ease (even for newbies), plus get coupons – all while taking a ‘spin’ on an electricity-generating bike that will power the event space. They can also register their personal gardens with Lightlife’s charitable partner, Urban Farming, with the Urban Farming 100 Million Families and Friends Global Campaign and be a part of the Urban Farming Global Food Chain. Urban Farming, whose mission is to support and encourage people to plant gardens and create an abundance of food, is a recipient of five percent of the company’s profits this year to create more green thumbs all across the U.S.
The complete schedule for the nationwide tour includes:
- Wanderlust (7/5/12 -7/8/12): Copper Mountain, CO
- Ann Arbor Art Fair (7/18/12 -7/21/12): Ann Arbor, MI
- Wanderlust (7/26/12 -7/29/12): Squaw Valley, CA
- Bite of Oregon (8/10/12 -8/12/12): Portland, OR
- Baltimore Book Festival (9/28/12 -9/30/12): Baltimore, MD
- Half Moon Bay Art & Pumpkin Festival (10/13/12 -10/14/12): Half Moon Bay, CA
- Head Of The Charles Regatta (10/20/12 -10/21/12): Boston, MA
At each tour stop, Lightlife will be on the lookout for those that embody the Lightlife veggie philosophy with the hopes of anointing one as the new community manager for its Facebook and Twitter pages. The Lightlife Facebook page will have the latest details on the search as well as tour stops and happenings. For more information on recipe ideas, the new products and the benefits of eating veggie with tips for going meat-free, check out www.lightlife.com.
Founded in 1979, Lightlife is based in Turners Falls, Massachusetts, and is one of the pioneers of vegetarian foods and vegan food options. Lightlife is the leading brand of refrigerated meat alternatives, with well-known products such as Smart Dogs®, Gimme Lean®, Smart Deli®, Smart Bacon®, Smart Ground®, Smart Sausages®, Smart Wings®, Smart Tenders®, and Organic Tempeh and is expanding into the frozen category veggie burgers and meatless entrees. From vegetarian hot wings & delicious vegetarian hot dogs to vegan recipes, Lightlife is committed to not only tasting good, but also doing good. Since the beginning, five percent of Lightlife’s net profits have gone to supporting the earth and healthy lifestyles, a commitment that Lightlife continues today. Please visit Lightlife at www.Lightlife.com on Facebook or Twitter, @Lightlife.
[i] USA Today, 2012
[ii] The Vegetarian Times, 2008 (accessed June 26, 2012)