Sustainability has fast become a buzzword in the world of food, whether it’s interpreted as clean eating, plant-based proteins, or locally-sourced produce. But as Americans look to balance both comfort and purpose in their meal choices, what can brands do to secure a piece of the pie?

The pandemic has prompted people to want to eat better, yet choosing the healthier option isn’t always easy. While lockdown has seen people experimenting with new foods at home, cooking-fatigue has prompted them to find easier ways to get plant-based meals – by ordering them for delivery.

While the US has its fair share of plant-based spots that focus on ‘clean’ eating, with its flavorful food and daring marketing, Slutty Vegan proves the over-the-top, indulgent approach to vegan fare is a winner, especially for an audience that’s often excluded from mainstream vegan culture.

Shoppers strolling through the meat aisle are more likely to buy plant-based products than if they’re placed in the vegan section. Supermarkets looking to increase plant-based sales would benefit from mixing the products in with the meat, but should ensure clear signage to avoid confusion.