Plant-based lifestyle platforms Forks Over Knives and The Beet have partnered to form Upbeet Brands. Under the Upbeet umbrella, both entities will retain their distinct brand identities and missions, while delivering comprehensive and customizable plant-based lifestyle programs and an assortment of curated plant-based food and nutrition products.
In addition, Andrew Rogers, a seasoned digital media expert and business executive, has joined the combined company as CEO.
“We have multiple new businesses developing under Upbeet. Of course, the immediate focus will be integrating The Beet and Forks Over Knives. We plan to explore content and traffic-sharing, broadening support to our shared communities, building cross-brand advertising products, unification of our technology platforms, and other efficiencies,” said Rogers, in a statement.
“The creation of Upbeet Brands is designed to share the joy of plant-based living with as many people as possible,” said Forks Over Knives founder Brian Wendel, in a statement. “The goal of the merged company is to serve the growing masses of people seeking to incorporate more plants for a variety of reasons by providing them with best-in-class products and services. The Forks and Beet brands working together can maximize reach and lead to a more vibrant, healthier, and conscious world.”
Related: Rival Foods, Livekindly Collective to Produce Plant-Based 'Chicken'; PepsiCo, Beyond Meat Partner.
Image: Forks Over Knives/The Beet