If we are serious about managing our impact on the environment we have to talk about food. With its over reliance on meat, the typical western diet demands a disproportionate amount of natural resources and with the global population projected to increase to 9 billion by 2050, this will eventually contribute to a global food shortage. We believe the future of food lies in a more plant-based diet which uses far fewer natural resources and helps control global warming by creating much less greenhouse gas.
So we are on a mission. A mission to encourage more people to reduce the amount of meat in their diet. We are doing this by providing a wider and more delicious range of plant-based food, which not only satisfies the more sophisticated demands of the committed vegetarian and vegan but tempts and delights a new wave of flexitarian and meat reducers.
And it's working... over the last 10 years there has been a 360% increase in people turning to a vegan diet. According to research by Kantar, during the 12 months to June 2016, 2.4 million UK consumers changed from being medium and heavy meat-eaters to being ‘light’ users (flexitarians), consuming meat just 3.4 times per week on average. This group now represents 55% of the UK population.