Reality television personality Colton Underwood—star of the most recent season of The Bachelor—has partnered with vegetarian brand MorningStar Farms to promote its meatless products. The campaign, titled “Lose Your Veginity” is a play on Underwood’s publicized decision to remain a virgin until he found the right partner. “I wanted to start reducing the amount of meat in my diet, but like many people, I was a little bit wary of veggie protein,” Underwood said. “Luckily, my first time was with MorningStar Farms and it was so delicious I couldn’t wait to do it again. Now I want to encourage everyone to lose their veginity with MorningStar Farms.” To promote the collaboration, Underwood hosted a plant-based party this week in New York City where attendees sampled some of MorningStar’s plant-based options. In March, MorningStar announced it would transition its brand to be fully vegan by 2021, a move that will spare 300 million egg whites from its formulations annually.

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