Publications
Partners
- Nine influential streamers, including Tyler 'Ninja' Blevins and Barrie Forrester along with Knorr are on a quest to fight veggie inequality in the world of gaming.
- Research conducted by Knorr revealed a significant imbalance in how video games value meat over vegetables, with meat often providing a much larger 'boost' compared to vegetables.
- Under the #ModTheVeg campaign, the gaming community hopes to raise awareness about the lack of impact veggies have in gaming compared to meat.
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Imagine a world where eating vegetables in your favourite video games boosts your character's strength just as much as meat does.
That's the idea behind a new campaign that aims to combat veggie inequality in the gaming world.
Recently, a group of nine global streamers – including world-renowned Tyler ‘Ninja’ Blevins who is Twitch’s top streamer, and South Africa’s Barrie Forrester known as The Caramel Gamer or his character name ‘Lovemore Dlamini’ – formed a partnership with Knorr to launch the #ModTheVeg campaign.
Through #ModTheVeg, the partners aim to encourage more healthy eating choices in the world of gaming while also fighting against vegetable inequality in the virtual realm.
Research conducted by the food and beverage brand revealed that meat-based items are used for faster healing during main quests, while fruits and vegetables, on the other hand, provide less help.
“In one game, eating meat gives a +15HP boost, whereas consuming cabbage only offers +10HP,” according to the findings. “In some games, the difference is more pronounced, with a beef steak providing +552HP compared to a bean stew's +61HP.”
Ninja, alongside eight other streamers, had a launch stream to spread awareness about veggie inequality in the virtual gaming world by playing and demonstrating the veggie-specific modifications that have been made available in some games.
This was followed by several other streams, including one on Fortnite by Forrester, which highlighted to over 750,000 viewers just how much harder it is to survive on vegetables alone in gaming.
"I am thrilled to collaborate with Knorr on this mission to educate consumers on the benefits of incorporating vegetables into their diet and the importance of nutritional balance.
"Our goal is to enhance the attractiveness and benefits of consuming vegetables in games, ensuring they are as rewarding as other food options in the gaming realm," the South African Twitch Streamer said.
Nutrition Business Lead from Knorr South Africa Janine Van Rooyen said the quest to promote veggie consumption extends far beyond real life.
“We have been on this journey to empower consumers to adopt better eating habits that are not only beneficial for themselves but also the planet,” she said. “Now, by extending our efforts into the realm of gaming, we are leveraging innovation to champion the irresistible goodness of vegetables in the real and virtual world.”
In addition to the streams, the campaign has also launched a petition encouraging gamers to add their signature to enhance the role of veggies in video games for balanced nutrition in the virtual world. So far, the petition has amassed almost 20,600 signatures.
