It might be over 120 years old, but that has not prevented Bovril from branching out into new territory and changing its colours for a collaboration with British League Two football team Forest Green Rovers.
The well known beefy beverage has been warming the football terraces for decades, but the latest pitch-side incarnation sees Bovril embrace a new style of play, launching a vegan version to ensure no fan is left behind when in need of a warming treat.
Beets are the key ingredient in this high protein alternative, which shall be exclusively on offer at New Lawn Stadium, the home of Forest Green Rovers; having already established themselves as the world's first completely vegan football club five years ago.
Though fans are unable to cheer on their side in person due to COVID19 restrictions, everything is in place for them to be welcomed back with a piping hot cup of Beet Bovril soon enough.
Forest Green Rovers chairman, Dale Vince said: "We're famously not fans of tradition but – a pie and a mug of Bovril are for many people a football tradition – and while we have great pies without animals in them, we've no Bovril alternative. That may be about to change, with the advent of plant Bovril. I think that would be fantastic."
Sophie Allan, Brand Manager at Bovril, said: "Bovril has long been known as traditional football fare. We've been warming the terraces since 1886. But times and appetites are changing, and we would never want to leave any football fans out in the cold."
"Seeing Forest Green make major moves in the vegan space made us realise that there has never been a better time to explore the prospect of a new, one off formula that simply can't be beet – ensuring that all fans can get in on the action."