LOS ANGELES – L.A. lent Mike Tyson its ear on Valentine’s Day with the boxer-turned-entrepreneur launching a plant-based ice cream.
Created in collaboration with a fast-casual restaurant chain fans have dubbed the “vegan McDonald’s,” the launch demonstrates continuing consumer appetite for and innovation in the plant-based, better-for-you space.
The plant-based vanilla soft serve ice cream is crafted mainly from cassava and topped with a Mike’s Bites vegan chocolate ear and organic strawberry drizzle in honor of the boxer’s legacy and his status as the latest investor in plant-based QSR chain Mr. Charlie’s Told Me So.
“Mr. Charlie’s is all about flipping the script – whether it’s on fast food, second chances or what people expect from plant-based eating,” said Mike Tyson, now the chief brand officer of TYSON 2.0.
“I’ve been passionate about plant-based living for years, and bringing ‘Mike’s Bites’ to this launch is the perfect way to celebrate a brand that’s all about doing things differently.”
The dessert, dubbed Mr. Fluff-Head and priced at $5.99, celebrates Mr. Charlie’s third anniversary at its flagship, mid-city L.A. location. Fans enjoyed a meet-and-greet with Tyson, exclusive Tyson x Mr. Charlie’s merchandise, and a free ice cream giveaway.
Sustainability and Social Impact
Mr. Charlie’s aims to disrupt the traditional fast-food landscape by offering plant-based alternatives that prioritize flavor and sustainability.
The restaurant is known for its tongue-in-cheek, playful vegan versions of fast-food classics, including a Frowny Meal, Not A Cheeseburger, and Not A Chicken Sandwich.
The new dessert is the latest example of the chain’s successful upheaval of the QSR space, made with “real” ingredients and free from artificial GMOs, stabilizers or preservatives.
Taylor McKinnon, co-founder of Mr. Charlie’s TMS, said: “When we started Mr. Charlie’s, we set out to shake things up, and this launch is no different. Mr. Fluff-Head is the kind of innovative product we stand for: big on flavor, better for you and made with real ingredients.”
McKinnon noted: “The journey with Mr. Charlie’s has always been about creating moments; things that make people stop, smile and rethink what they thought they knew. This drop is one of those moments. And with Mike on board, we’re taking this celebration and product launch to a whole new level.”
What’s Mike Tyson up to These Days?
The celebration follows Tyson’s investment in Mr. Charlie’s through his holding company, Carma HoldCo. As a longtime supporter of plant-based diets, the iconic boxer aims to expand the brand’s presence in the plant-based food sector while maintaining its disruptive, culture-driven approach.
The company is now offering franchise opportunities in select U.S. states, inviting potential franchisees to join the plant-based movement.
“Mr. Charlie’s is a natural choice for Carma HoldCo., as we diversify into the food industry,” Tyson stated at the time of his investment.
“I very much believe in the healthy benefits of a vegan diet and was a strict vegan for many years,” Tyson said.
Tyson is also an advocate of the restaurant’s humanitarian and community efforts through its work with the LA Dream Center, an organization offering resources and support to people experiencing homelessness, addiction and transitioning out of incarceration.
The boxer said: “Mr. Charlie’s mission to help and hire those from the homeless community is something that I am truly passionate about, and I look forward to helping many people and communities with the expansion of Mr. Charlie’s across the globe.”
“Mr. Charlie’s isn’t just a restaurant, it’s a movement,” said Adam Wilks, CEO of Carma HoldCo. “This launch embodies everything we believe in: creativity, community, and the power of plant-based food to change the way people eat.”
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