World champion decathlete and LIKE ProteinBites ambassador powers brand visibility as LIKE grows 5% in a shrinking market, dominates the Chunks segment with 57% share, and launches Germany’s largest vegan stadium food concept.
Today, Leo Neugebauer, brand ambassador for LIKE ProteinBites, captured gold at the Athletics World Championships in Tokyo, becoming the new decathlon world champion. His consistency and performance mirror the values of LIKE – delivering reliably and successfully in a challenging environment.
Despite an unstable meat-alternative market, LIKE, LIVEKINDLY Collective brand, continues to grow. While the category declined by 1% in recent months, LIKE achieved 5% sales growth¹. For more than five years the company has held the No. 2 position in the meat-substitute sector, standing for stability, continuity, and brand strength.
“We’re the most successful brand to have grown from a start-up in 2013 into a consistent market leader – no small feat under current conditions,” says Franziska Düvel, Head of Digital and Brand at LIKE.
High Protein innovation is a key driver of this growth. Launched in early 2025, the new Like ProteinBites range rapidly gained traction, with the Mediterranean variety entering the Top 10 of all chunks within six months¹.
“We’re redefining plant-based proteins with our ProteinBites. Rather than imitating meat, we’re embracing the high-protein trend and attracting new consumer groups. Taste is our biggest asset. Consumers consistently associate LIKE with superior flavour, meat-like texture, and high trustworthiness.”²
Neugebauer’s partnership with LIKE further amplifies the message. His appearance on packaging, in-store promotions and social channels has brought enormous visibility. As an Olympic silver medalist (2024) and now world champion, his success underscores LIKE’s dynamic positioning.
LIKE dominates the Chunks segment – the third-largest category in plant-based meat – with a 57% market share¹. Sales in this segment are growing by 18%, far outpacing the category’s 3% overall growth.
The successful rebrand from LikeMeat to LIKE in May 2024 has driven record awareness levels. LIKE now enjoys the strongest unaided brand recognition after the market leader².
Beyond retail, LIKE is also transforming the food-service landscape. In September 2025, the company launched Germany’s largest vegan stadium food concept at Düsseldorf’s MERKUR SPIEL-ARENA in partnership with D.LIVE, Fortuna Düsseldorf and Aramark. The venue was named one of PETA’s Top 5 vegan-friendly stadiums in 2025.
For the second consecutive year, LIKE received two German Brand Awards and remains Europe’s most successful plant-based brand on social media with more than 175,000 followers.
LIKE continues to drive the shift toward high-protein, plant-based eating – demonstrating that taste, innovation, and credibility can thrive even in a challenging market.
¹ NIQ RSM YTD KW 34 2025, meat substitute/snacks chilled, total market, sales in EURO
² Brand Equity Deep Dive for The LIVEKINDLY Collective | June 2025