Starting October 26, Singh Hosts Q&A and Offers Personalized Advice to People Hoping to Quit Unwanted Habits
CHICAGO–(BUSINESS WIRE)–Lightlife® (“Lightlife”), owned by Greenleaf Foods, SPC, today announced a partnership with Lilly Singh, host of A Little Late with Lilly Singh on NBC, and the launch of its ‘Make a Clean Break with Lilly Singh’ brand activation. Starting today through Wednesday, October 28, Singh will dole out comedic advice to help people make a ‘clean break’ from things in their life they don’t need anymore—like bad dates, endless media scrolling or even nonstop snacking— during a time when many people are still adapting to life during a pandemic.
Singh is kicking off the partnership by asking Lightlife fans to answer the question, “What do you need to make a clean break from?” via Lightlife’s Instagram, @LightlifeFoods. In return, fans will have a chance to receive a response from the comedian on Lightlife’s Instagram with personalized, witty advice or her proposed solution.
“I can’t wait to see what people want to make a clean break from in their day-to-day lives,” said Singh. “I know for me personally, I’d like to make a clean break from family Zoom trivia nights, doom-scrolling, and of course, unrecognizable, hard-to-pronounce ingredients in my food.”
‘Make a Clean Break with Lilly Singh’ is an extension of Lightlife’s recent commitment to cleaning up its product portfolio by using fewer and more recognizable ingredients. Based on a recent survey, more than four in five consumers (86%) say it’s important to be able to recognize all the ingredients in a plant-based burger patty, a need that was unmet by the plant-based protein category.1 The Lightlife Plant-Based Burger is made from just 11 ingredients, compared to leading plant-based protein competitors that have between 18 and 20 ingredients and include unrecognizable additives like synthetically-produced soy leghemoglobin.
“Lightlife believes the future of plant-based protein is cleaner, but we also want to support people in building a more balanced lifestyle by encouraging them to cut out things that do not bring them the confidence or joy to live their best life,” said Dan Curtin, President of Greenleaf Foods. “We’re excited to partner with Lilly because like Lightlife, she believes in enjoying simple, delicious food.”
In addition to the Instagram activation, Singh has shared her favorite recipe for Shepherd’s Pie using Lightlife Plant-Based Ground. To try Lightlife yourself and recreate one of your own favorite recipes, visit lightlife.com/recipes.
About Greenleaf Foods, SPC
Greenleaf Foods, SPC, is transforming plant-based protein with a wide array of delicious and innovative products that satisfy consumers interested in adding protein variety to their diets. Our leading brands include Lightlife® (“Lightlife”) and Field Roast Grain Meat Co.™ (“Field Roast”). Together, these brands are delighting loyal, longtime fans and enticing new ones who never knew plant-based protein could taste so good. The Lightlife and Field Roast portfolios feature nearly 50 products and represent a leading market position in the refrigerated, plant-based protein category in the U.S. Greenleaf Foods, SPC is a wholly owned, independent subsidiary of Maple Leaf Foods Inc. (TSX:MFI).
1 Data is sourced from a survey completed between September 4-5, 2020, among 1,000 U.S. Consumers, including both PBM (Plant-based Meat) Consumers and Non-PBM Consumers (PBM Consumers defined as having purchased and consumed any type of plant-based meat alternative within the past 6 months).
Media Contact: Chelsea Dowling, Chelsea.Dowling@edible-inc.com or 312-978-6816