A new survey of 2,394 adults – commissioned by Plant Futures, Good Food Institute Europe and HarrisX – has found that 51% of UK adults want to change how they eat, either by increasing their intake of meat free food or reducing their consumption of meat and dairy. Whether the goal is better health, wellness or a more climate-friendly diet, many are looking to eat differently.
But while motivation is high, many people don’t know where to start when it comes to meat free cuisine. Of those aiming to eat more meat free foods, only 45% feel confident cooking dishes made without meat.
In response to this research, Plant Futures has brought together over 40 of the UK’s leading meat free brands for the first time through a campaign called ‘Meat Free Made Easy!’. Brands will come together on the @MeatFreeMadeEasy Instagram platform to share how meat free meals can be quick, budget-friendly and delicious.
“Helping the nation eat less meat will only be possible if we provide solutions that make it easy, affordable and enjoyable,” said Henry Dimbleby MBE, author of the UK’s National Food Strategy. “That’s exactly what Meat Free Made Easy! sets out to do.”
“Eating meat-free can provide a nutritionally balanced diet and offer the diverse protein and fibre-rich foods that are important for our health,” said Dr Shireen Kassam, Founder and Director of Plant-Based Health Professionals UK. “The benefits of reducing meat consumption are wide and varied – from lowering the risk of chronic disease to maintaining a healthy weight and living a longer, healthier life.”
As those who have been taking part in Meat Free Monday will know, meat free meals can be as simple as swapping in a veggie burger or using lentils instead of mince. Almost half (41%) of British people are already following diets that are either reducing or contain no meat (31% flexitarian, 2% pescatarian, 5% vegetarian, 2% vegan).
“Meat free options are everywhere and people are curious,” said Indy Kaur, CEO of Plant Futures. “We’ve brought together a variety of brands to show that going meat free doesn’t have to be all or nothing, it just needs to feel doable.”
For recipes, offers and discounts from leading meat free brands, follow the new campaign on Instagram @MeatFreeMadeEasy!.
Brands and organisations united with Meat Free Made Easy! include: 123V, 14forty, Better Nature, Beyond Meat, Biffs, Bosh!, Cauldron, Clearspring, Clive’s, Cock and Bull, Compass Group, Compleat Food Group, Confident Philanthropy, Crackd, Delish!, Explore Cuisine, Fable, Fry’s Family Foods, Goose Events, Gosh!, Hain Celestial, Impossible, Juicy Marbles, La Vie, Linda McCartney Foods, Livekindly Collective, Meat Free Monday, Meatless Farm, Miami Foods, Mildreds, Moving Mountains, My Nutriweb, Natural Innovations, No Meat Company , Ocado, Oh So Wholesome, One Planet Pizza, Oumph, Packd, Palace Culture, Planet Organic, Plant Based Health Professionals, Planted, Purezza, Quorn, Shicken, Squeaky Bean, THIS, Tiba Tempeh, Tofoo Co, Vadaz, Vegan Food Group,Veg Capital, Vegetarian Butcher, The Vegetarian Society, VFC, Vivera and Wildly Tasty.