Waitrose’s 2018-19 food and drink report found that more people are conscious of what they eat, both for personal wellbeing and environmental consequences. One in eight Britons are now vegan or vegetarian, while 21% consider themselves ‘flexitarian,’ or mostly vegetarian.

The Impossible Burger uses 95% less land and 74% less water to produce compared to a regular beef patty – but there’s much more to this veggie indulgence. Juicy, meaty and bloody, it’s hoping to coax stubborn carnivores over to the sustainable side, helping to preserve the planet in the process.

While veganism used to be associated with bland meals, today's offerings – from fake 'meat' lasagnas to bright ready-made salads – have more Britons interested in going meat-free. Yet many are still unwilling to make a full commitment, choosing to go vegetarian one or two days a week instead.

The global shift to a Western diet rich in meat and dairy is putting unprecedented pressure on the planet to feed a growing population. Could a more sustainable diet resolve health and hunger crises around the world? And would people really be willing to switch to a greener menu?