On Earth Day, international chain Subway released “Vegang,” the world’s first “plant-based” grime song made to promote its vegan options. Created by vegan artist P Money and producers Star.One, the song’s beats are derived from vibrations emitted by plants Subway uses to create its vegan options. The artists used PlantWave technology to detect electrical variations from electrodes placed on plant leaves to create the track which is overlaid with lyrics that point to the benefits of a vegan lifestyle. “As more people champion plant-based lifestyles, we’re excited to be involved in the release of the first ever grime track made from plant sounds,” Angie Gosal, marketing director at Subway United Kingdom and Ireland, said. “With our ever-expanding vegan range, World Earth Day felt like the perfect opportunity to celebrate Subway now having one of the biggest and tastiest plant-based menus on the high street, to offer you even more choice.”
The song (which debuted on TikTok and will stream on Spotify next month) is part of The Plant-Based Beats campaign—created by advertising agency Above + Beyond—that will run for one month in the UK and Ireland. “Creating a grime track with legendary artist and vegan, P Money and Star.One, made from Subway’s plants, is crazy. It’s a different shape of work that celebrates veganism and Subway’s commitment to it, in a manner which doesn’t feel like an ad,” Dom Goldman, Executive Creative Director at Above + Beyond, said. “While this story is a serious one, it’s been delivered with a tongue-in-cheek ode to plant-based food.”
In addition to the song, the campaign features a documentary about the process of creating sounds from plant vibrations and discussions by P Money and Star.One about their vegan lifestyles. “P Money is someone we’ve been working with for years, we’ve done loads of tracks together. To link up for this collaboration is the perfect match,” Star.One said. “You have to move with the times, people are demanding more vegan options, so the fact that Subway is getting involved, it’s wicked.”
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Vegan at Subway
Outside of North America, Subway offers myriad vegan options. In January 2020, Subway added the fully vegan Meatless Meatball Marinara (which comes complete with vegan cheese) to its menus across the United Kingdom after a successful trial at select locations. In December 2020, Subway UK continued to innovate its menu with the launch of customizable T.L.C. (Tastes Like Chicken) Sub topped with Violife vegan cheese slices and made with soy-based vegan chicken developed over the course of 10 years to mimic the taste of Subway’s roasted chicken. Vegan options at Subway UK also include a Plant-Based Patty, Vegan Toasted Bites, Hash Browns, and a Double Choc Cookie.
Stateside, the vegan options are not as exciting. The chain does offer vegan breads, veggies, soups, chips, and the old standby Veggie Delite sandwich. Subway also offers a Veggie Patty as a protein option in sandwiches, however, depending on location—and they are few and far between—the patties sometimes contain animal-derived ingredients. In 2019, Subway finally made a step in the right direction with the limited-time launch of The Beyond Meatball Marinara at 685 test locations in the US and Canada. However, that sandwich—which contained dairy-derived cheese—has now disappeared from North American stores.