Subway Switzerland launches Planted Chicken Teriyaki nationwide after viral social media moment

What started as a playful social media exchange has become a full-scale national launch. Subway Switzerland has partnered with Zurich-based food-tech company Planted to introduce the Planted Teriyaki Sandwich across all its Swiss restaurants from 1 October 2025.

The collaboration marks a major step in Subway’s 'Swissness' strategy, which emphasizes working with local producers who share its focus on quality, innovation, and sustainability. The sandwich features Planted’s signature planted.chicken in Teriyaki style, combined with fresh vegetables and baked bread, offering what the companies described as a balance between taste, health, and environmental responsibility.

The idea began earlier this year after the Swiss Federal Supreme Court ruled on the use of animal-related names for plant-based products – a decision that sparked nationwide debate about how meat alternatives are labeled and marketed. Following the ruling, Subway Switzerland jokingly replied to a social media post about the issue, writing: “If this post gets 10 likes, we’ll order the ‘not-call-it-chicken-anymore’ for Subway.”

Those ten likes quickly became hundreds, and within months, Subway made good on its promise. “The demand for plant-based sandwich fillings is growing,” said Hamza Ayub, Chief Marketing Officer of Convenience House AG, which manages Subway Switzerland. “We want to meet this need with tasty, varied choices and partner with Swiss companies known for quality, sustainability, and innovation. Planted is the perfect partner for this.”

For Planted, the launch represents an important milestone in its mission to make plant-based proteins a mainstream choice. “This partnership is very special to us,” said Pascal Bieri, Co-Founder of Planted. “A true shift towards a better protein future is only possible if our healthy, sustainable, plant-based proteins are offered side by side with animal meat – and are made accessible to all. Gastronomy partners like Subway play a crucial role here, and we’re excited to show millions of guests that plant-based is not only better for health, the environment, and animal welfare but also tastes amazing.”

The new Planted Teriyaki Sandwich will be permanently available across all Swiss Subway restaurants starting this month, with a special promotion every Saturday when it will be offered as the Sub of the Day for CHF 6.90 (US$7.50).

For both brands, the partnership demonstrates how humor, timing, and a shared commitment to sustainability can transform a viral moment into a tangible example of food innovation. As Ayub put it, Subway’s goal is simple: “To make it easier for guests to choose plant-based options that don’t compromise on taste.”

Planted, founded in 2019, is a leading producer of clean-label plant-based meats made from natural ingredients such as peas, oats, and sunflower. Its products are already available in multiple European markets, but this nationwide partnership with Subway marks one of its most visible restaurant collaborations to date.