Iconic musician Snoop Dogg—one of the celebrity ambassadors for vegan brand Beyond Meat—recently revealed that he uses sneaky tactics to get his family members to try vegan food. “How did I introduce plant-based meat to my family? Plant-based products to my family? I just slid it on them. I snuck it in,” Snoop Dogg said in a video. “You’ve got to sneak it in, man, because so many people are accustomed to a certain taste or a certain way of doing it. So you’ve got to slide it in and let it just be a way of coming in.” 

Snoop Dogg described the typical reaction he gets from family members when they first try plant-based meat (“Mmm, what is that?”) to which he responds, “Well, that’s something new … it’s Beyond Meat. It’s actually plant-based.” When family members say, “Oh, I didn’t know I liked plant-based,” Snoop Dogg responds, “I know. Keep eating it.”

The video is part of Beyond Meat’s new Why Go Beyond content series which is a compilation of personal stories from celebrity ambassadors that uncovers why they have made the choice to shift their diets toward plant-based. In addition to Snoop Dogg, other Beyond Meat ambassadors featured in the series include comedian Kevin Hart, NBA star Chris Paul, and actress Liza Koshy.