# Brand Meat-Free Collaboratoins Heinz Partners with Local Eatery to Launch Vegan Doner Bap In UK By Grace Mahas | Published 2021-03-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/vegan-doner-bap References: [plantbasednews.org](https://plantbasednews.org/lifestyle/food/heinz-partners-award-winning-eatery-launch-vegan-doner-bap/) & [whatthepitta](https://whatthepitta.com/) Heinz, the renowned American food brand, recently announced a new partnership with the award-winning eatery [What the Pitta!](https://www.trendhunter.com/trends/what-supp-co) to launch a vegan doner bap in the UK. The new offering features Heinz’s vegan mayonnaise, vegan cheese, fresh salad, and What the Pitta!’s signature doner meat and will be available at What the Pitta! locations in Manchester, Brighton, and Camden, London. Claire Traynor is the Head of Foodservice at [Kraft Heinz](https://www.trendhunter.com/trends/heinz-beanz-houmouz). In a statement sent to [PBN](https://www.trendhunter.com/trends/ilchester), she said: “We’re excited to partner with What the Pitta! – a well-loved and truly exciting innovator when it comes to all things vegan. We know that more and more people are choosing to follow a plant-based diet, with veganism and flexitarianism continuing steadily on the rise. This brings a fresh opportunity for operators to satisfy this emerging consumer need with vegan menu options that don’t compromise on taste.” Moreover, Cem Yildiz, co-founder of What the Pitta, added: “We’re really looking forward to this collaboration. Heinz is a well-loved household brand and it’s great to see it embracing the plant-based movement but also supporting small businesses. Its vegan mayo has already been really well received by the vegan community through their launch into retail and we’re excited to build on that.” Image Credit: Heinz, What the Pitta! ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 7% | Activity: 11% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Plant-based Partnerships:** Businesses can explore collaborations with plant-based eateries and brands to develop innovative vegan products that cater to the growing demand for meat-free options. - **Vegan Menu Innovation:** Menu innovation with vegan options can help businesses capitalize on the rising demand for plant-based food while providing new and exciting options for consumers. - **Sustainable Foodservice:** Restaurants can adopt environmentally friendly practices and source locally grown ingredients to reduce their environmental impact and appeal to eco-conscious customers. ### Industries Being Reshaped - **Food and Beverage Industry:** Food and beverage companies can collaborate with vegan brands to develop plant-based options and cater to the growing demand for meat-free products. - **Restaurant Industry:** Restaurants can explore partnerships with plant-based eateries and incorporate vegan options into their menus to cater to the growing demand for meat-free food. - **Sustainability Industry:** Companies that promote and offer sustainable food options can capitalize on the growing consumer trend towards eco-friendly and locally sourced products. ## Related on Trend Hunter - [Creamy Plant-Powered Soups](https://www.trendhunter.com/trends/cream-of-tomato-soup.md) - [Bean-Based Alt Meats](https://www.trendhunter.com/trends/alt-meat.md) - [Co-Branded Canned Food Products](https://www.trendhunter.com/trends/heinz-and-richmond.md) - [Bean Brand Hummus Snacks](https://www.trendhunter.com/trends/heinz-beanz-houmouz.md) - [AI-Driven Plant-Based Products](https://www.trendhunter.com/trends/kraft-heinz-and-notco.md) - [Collaboration Condiment Breakfast Sandwiches](https://www.trendhunter.com/trends/heinz-brekkie.md) - [Festively Meat-Free Soup Products](https://www.trendhunter.com/trends/christmas-dinner-big-soup.md) - [Bean-Based Nuggets](https://www.trendhunter.com/trends/meatless-nugget.md) - [Plant-Based Chicken Sandwiches](https://www.trendhunter.com/trends/vegan-chicken-sandwich.md)